ULTRAVIOLETTO: IMMERSIVE & INTERACTIVE ARTS MEETS FASHION AND LUXURY
From Arts & Brands by Enrico Dedin
When interaction becomes language: partnerships that transform retail space into a sensory theater
In the ever-evolving landscape of contemporary art and technological design, Ultravioletto studio - represented by Ambrose Creatives - stands out as one of the most perceptive and forward-thinking forces in experimentation and cross-disciplinary contamination.
Rooted in a radically multidisciplinary approach, the studio operates within a hybrid space where architecture, installation, storytelling, and interaction converge through emerging technologies and continuously evolving visual languages.
Through a team of designers, 3D artists, creative coders, and researchers, Ultravioletto develops immersive projects that transcend the boundaries of the physical and digital, shaping synesthetic experiences capable of rewriting the engagement between the audience, space, and brand.
HERNO 360° Experience, Florence - Ultravioletto - courtesy of Ultravioletto
Herno 360°: The body as an interface, fashion as experience
The collaboration with Herno, the iconic Italian high-end outerwear brand, represented one of the most expressive peaks of this philosophy. Presented during Milan Fashion Week, and partially previewed at Pitti in Florence, the Herno 360° installation transformed the act of wearing a garment into an immersive, performative, and interactive experience.
Through a circular display device and a gesture recognition system, the user was placed at the center of a real-time visual narrative: an environment that reacted to the body’s movements, tracing the visitor’s silhouette and generating digital reflections inspired by the materials and cuts of Herno garments.
An operation that not only enhances the brand’s identity but amplifies its language through an experiential aesthetic, blending kinetic art, interaction design, and fashion into a single narrative dimension.
BULGARI Magnifica Roma Exhibition - Ultravioletto - courtesy of Ultravioletto
Magnifica Roma: Bvlgari's imaginary becomes an immersive space
The prestigious project for Bvlgari titled Magnifica Roma further solidified Ultravioletto's role as a visual interpreter of Italian excellence. In this installation, the studio translated the maison’s visual codes into a multimedia language: luxury, haute couture, architecture, and tradition.
Monumental projections, light sculptures, and interactive scenography told the heritage of the capital and its connection to the Roman maison, with a visual intensity that never betrays the brand’s refinement but elevates its cultural positioning.
BULGARI Magnifica Roma Exhibition - Ultravioletto - courtesy of Ultravioletto
Tiffany & Co.: the jewel as living light
For Tiffany & Co.'s new flagship store in Rome, Ultravioletto worked on a more ethereal and symbolic suggestion, creating a site-specific generative projection that evoked the cut of a diamond through moving light patterns.
This installation is not just decorative; it functions as an environmental artwork, establishing a sensitive dialogue with the space, the material, and the brand’s identity. A refined choice that positions Tiffany not just as a retailer but as an experience maker.
Tiffany & Co. videomapping by Ultravioletto - courtesy of Ultravioletto
Art, interaction, and brand identity: a new sensory paradigm
The collaborations between Ultravioletto and brands such as #Herno, #Bvlgari, and #Tiffany & Co. represent an exemplary model of how the hybridization of art and technology can reshape the brand experience.
It is no longer just about communicating values but about making them come alive in experiential spaces, where the user is at the center of a sensory dramaturgy. In a world saturated with visual stimuli, only what is experienced remains imprinted: interactive art, in this context, becomes a privileged vehicle for differentiation, narrative innovation, and the creation of imaginations capable of merging aesthetics, memory, and the future.
HERNO Milan Fashion Week - Ultravioletto - courtesy of Ultravioletto
See more of Ultravioletto’s work on Instagram.
