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Over the last few years, the luxury retail sector has undergone profound changes. This can largely be attributed to the relationship between new technologies and purchasing behavior. The sector has shifted from an elitist, aristocratic outlook to the creation of innovative and digital experiences. The new challenge facing the luxury sector is how to reconcile the potential offered by technology while preserving a sense of exclusivity. In the meantime, technology offers a unique opportunity to forge new and lasting relationships with customers by focusing not only on the product but also on an in-store shopping experience, making customer involvement even more dynamic. This prospect means that creating an immersive and enjoyable in-store shopping experience is all the more important. Digital innovations redefine interaction models between customers and brands. Buying a product isn’t enough; customers want to engage in unique and immersive experiences that are authentic, exclusive, and easily shared online. This conceptual upheaval has seen the development of new solutions blending design, technology, and storytelling into a revolutionary experience. It has become a combination of exclusivity and playful sharing, both in-store and at temporary installations. This article examines relevant case studies of these digital experiences, related to brands Bulgari (multimedia installations at the New Curiosity Shop in Rome, the Mirror Cube Experience at the 2018 Design Week in Milan) and Acqua di Parma (interactive mirror in stores in Milan and Rome). JEL codes: M30, M31