Dom Pérignon X Lady Gaga

Client:
Harrods
Launch date:
2021
EMPERIA
13:33
Engagement time
10
Average clicks per session
91%
New visitors
7,219
Visitors
18.6%
Shop now clicks (CTR)
9%
Returning visitors
The virtual experience extends a physical pop-up, created within Harrods’ flagship store, the UK’s trusted home of pure luxury, celebrating the launch of a limited edition project with Dom Perignon & Lady Gaga. The unique partnership sees the promotion of three exclusive products distributed solely by Harrods in the UK.
The first, an Uber Piece to be auctioned by Harrods, and the only one available in the UK, signed by Lady Gaga, with profits benefiting the Born This Way Foundation. Accompanying are two limited edition bottles of Dom Perignon, 2006 Rosé and Vintage 2010.
The virtual experience begins in a grand crystal palace room with walls and ceilings ornamented with an icey finish. Standing tall are uniquely designed displays carrying the champagne collection items, all leading visitors to the limited edition sculpture, which carries users over into a dedicated room, highlighting the Uber Piece and providing more information about the Foundation. This unique virtual world is immersive and perfectly on-brand, meshing together the parties’ aesthetics and creative passion while providing an added layer of interactivity and personalization.
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