Lady Gaga x Dom Pérignon

Courtesy of Dom Pérignon x Lady Gaga

Virtual reality expert Emperia have teamed up with British luxury retail institution Harrods to create a striking virtual space, launching the unique collection of Dom Pérignon vintage champagnes in collaboration with Lady Gaga.

Shoppers can now purchase the limited edition sculpture (at a cool £34,800) as well as vintage bottles by Lady Gaga X Dom Pérignon in the immersive online space at Harrods, which sits alongside the physical store. Profits from the sculpture will go towards the Born This Way Foundation.

In this post-modern age, especially in combination with the shift in consumer behavior towards online shopping following the outbreak of coronavirus, brands are quick to adopt the demand-driven trend catering to the rise of a new consumer demographic that often values creativity and individualism over a designer logo, with VR experience, the emergence and futurist presentation of “avant luxury” is delivered utilizing virtual technology that manifests in a truly exclusive experience which exposes visitors to a behind-the-scenes adventure; providing an up close and personal interaction with the brand and a new layer of a uniquely interactive shopping experience.

Lady Gaga x Dom Pérignon Courtesy of Dom Pérignon x Lady Gaga

Founded in 2018 by Olga Dogadkina, Emperia pioneers in VR technology and specializes in the development of alluring, out-of-this-world retail experiences for the premium fashion and art sectors, with a proven track record in boosting sales and customer engagement. A firm believer in the technological involvement in our future lives, the company provides digital solutions to the high-end creative industry, often in full 3D, with a modernist, innovative perspective.

Regardless whether the finished visual mimics the brand’s physical store or showroom, or represents a completely different concept independent of the real world, Emperia’s goal is to recreate the collection of designs/goods in 3D with full precision, allowing for a detailed 500% zoom on any device, enabling a seamless shopping experience. The London-based team, led by 3D/VR expert developers, fashion and art industry veterans and branding executives, pioneers in creating highly differentiated bespoke virtual worlds tailored for premium and luxury fashion, with clients including Burberry, CYBERDOG, The World Health Organization and Inter Milan.

Lady Gaga x Dom Pérignon

Courtesy of Lady Gaga x Dom Pérignon

Having experienced unprecedented success with their inaugural partnership, which saw Emperia curate a virtual world for Burberry, one that merged together the look-and-feel of both the Harrods flagship store and the fashion house’s retail space into an ethereal virtual experience, the VR company and Harrods sought to come together once again to deliver the goods for what is set to be the most premium, exclusive collusion of 2021 — Lady Gaga & Dom Pérignon.

The partnership sees the launch of three exclusive products, distributed solely by Harrods in the UK, accompanying both the in-store and virtual pop up. Designed by Lady Gaga with long-time collaborator Nicola Formichetti, the enthralling Uberpiece is the centerpiece of the collaboration, encasing a jeroboam of Dom Pérignon Rosé Vintage 2005. All profits from the sculpture will go to Lady Gaga’s Born This Way Foundation, supporting young people and empowering them to create a kinder and braver world. Only one of these collectible sculptures exists in the UK, and only available at Harrods.