ACETO BALSAMICO DI MODENA VR
Consorzio di Tutela Aceto Balsamico di Modena IGP
THE PROFESSIONAL: food retail, food service – THE CONSUMER: all individuals seeking food products
Project TypeVirtual Reality
ScopeFood Branding/Marketing
A virtual reality branding experience designed to highlight the unique qualities of Balsamic Vinegar of Modena PGI, helping consumers recognize the authentic product over imitations and celebrating the exceptional quality of one of the most iconic ambassadors of Made in Italy food and wine culture.
To meet the request of the Consorzio di Tutela Aceto Balsamico di Modena PGI to identify an effective technology and system to counteract consumer confusion abroad, caused by the presence of non-authentic products, helping them recognize, understand, and appreciate the true Balsamic Vinegar of Modena PGI and distinguish it from imitations.
A hybrid experience that combines the real and the virtual to innovatively showcase all the sensory and non-sensory elements that attest to the authenticity of Balsamic Vinegar of Modena PGI.
The Project
The Balsamic Vinegar of Modena VR project offers an immersive and unique experience, allowing an up-close encounter with the authentic origins of this product and the secrets that make it so sought after.
It is a true sensory journey, capable of conveying sensations, perceptions, and emotions related to the use of the product, educating consumers on how to recognize the terms and guarantees of authenticity.
Thanks to an innovative user experience, branding evolves from an assertive, one-way model to an engaging experiential and narrative communication, where consumers learn to compare and distinguish the features that set Balsamic Vinegar of Modena PGI apart from the competition.
This unique and portable experience is ideal for fairs and events, but can also become a shared project, accessible to all the consortium’s vinegar producers, enriching winery visits.
Inside the experience
By wearing the headset, users access a 3D virtual platform (6DoF) offering an immersive experience inside a faithfully reconstructed traditional Modena vinegar cellar. With the help of an engaging voiceover, they are transported to the heart of the product, entering an ancient world full of meaning, far more powerful than one might imagine.
Here, the user discovers what lies behind every drop of Balsamic Vinegar of Modena PGI: from secret ingredients to ancient recipes, from the region's unique climatic characteristics to the artisanal knowledge passed down through generations. A unique heritage that makes this product inimitable.
The experience unfolds in a sensory crescendo, guiding the user through various levels of product evaluation: visual, auditory, olfactory, and taste. The fusion of real and virtual, thanks to the headset and the tangible object in hand – a small glass of premium Balsamic Vinegar – allows users to visualize cascades of olfactory memories and aromas, connecting with the complexity and delight of Modena's precious black gold.
At the end of the journey, the user will take with them a tangible memory of the distinctive characteristics of this product and will be able to recognize and distinguish it from the many imitations available on the market.
About the design
The Balsamic Vinegar of Modena VR experience offers an engaging interaction with the numerous distinctive elements of the product. From the auditory and visual references of a real vinegar cellar to the organoleptic characteristics that set it apart, the product is showcased like never before. For the first time, its intrinsic values are made tangible, allowing each element of the PGI specification to be objectified, created not only to promote but, most importantly, to protect the authenticity of a superior quality product.