LVMH Partners With Epic Games to Create Digital Experiences

Key insights

6 takeaways

01
LVMH has entered a strategic partnership with Epic Games to utilize 3D creation tools, including Unreal Engine 5, Reality Capture, Twinmotion, and MetaHuman technology, for digital customer experiences.
02
The collaboration aims to develop virtual fitting rooms, 360-degree product carousels, augmented reality, and digital twins for LVMH brands.
03
Louis Vuitton debuted a 'Digital Show Experience' at the 2023 Viva Technology show in Paris, featuring an interactive recreation of its 2023 Fall-Winter Men’s fashion show.
04
Financial terms of the partnership were not disclosed, and the agreement does not currently include Epic Games' proprietary titles such as Fortnite or Rocket League.
05
The deal builds on previous collaborations, including Bulgari’s 'Virtual Rome' metaverse experience and the creation of LVMH’s virtual ambassador, Livi, both powered by Epic’s technology in 2022.
06
LVMH maintains a history of gaming integration, most notably a 2019 partnership with Riot Games for the League of Legends World Championship that included custom trophy cases and digital clothing capsules.

Summary

LVMH Moët Hennessy Louis Vuitton has entered into a strategic partnership with Epic Games to integrate advanced 3D technology into its luxury brand experiences. Announced at the 2023 Viva Technology show in Paris, the collaboration focuses on leveraging Epic’s suite of creation tools—including Unreal Engine 5, Reality Capture, Twinmotion, and MetaHuman technology—to develop immersive digital content. While the financial terms of the agreement remain undisclosed, the initiative aims to enhance consumer engagement through virtual fitting rooms, digital fashion shows, augmented reality, and the creation of digital twins.

The partnership builds upon previous successful integrations of Epic’s technology within the LVMH ecosystem. Notable prior projects include the Italian luxury house Bulgari’s “Virtual Rome” metaverse experience and the development of Livi, a virtual brand ambassador. At the 2023 event, Louis Vuitton showcased a six-minute interactive digital experience designed with Unreal Engine 5, which allowed visitors to virtually attend the brand’s 2023 Fall-Winter Men’s show.

This move represents a continued expansion of LVMH’s interest in the gaming and digital sectors, following earlier high-profile collaborations such as the 2019 partnership with Riot Games for the League of Legends World Championship. Although the current agreement focuses on enterprise-level 3D creation tools rather than Epic’s consumer-facing gaming properties like Fortnite or Rocket League, it underscores a broader industry trend of luxury brands adopting high-fidelity game engine technology to bridge the gap between physical retail and digital innovation.