Your cart
There are no more items in your cart
The Merchant of Venice — under the patronage of Ateneo Veneto — proudly presents TMOV Immersive, an innovative digital initiative supported by the Italian Ministry of Culture through the TOCC (Digital Transition for Cultural and Creative Organizations) funding program.
TMOV Immersive is a digital platform offering users a captivating, interactive journey into the heart of Venice. Designed to celebrate the art and culture of Venetian perfumery through cutting-edge technology, it also marks a bold new chapter in how artistic perfumery is experienced and told online — more emotional, more immersive, and deeply personal. This new narrative approach enhances both the discovery and the purchase of fragrance, transforming it into an inspiring and multi-sensory journey.
“TMOV Immersive is a one-of-a-kind project that blends centuries-old Venetian heritage with state-of-the-art technology. The vision behind it is simple yet ambitious: to bring an authentic piece of Venice into the digital realm and create a sensory experience that resonates with both heart and mind,” says Marco Vidal, CEO of The Merchant of Venice. “At the center of this experience is our flagship store, housed in a historic Venetian apothecary. A place steeped in history that today transforms into an interactive space where visitors can explore the world of perfumery and raw materials guided by an AI-powered fragrance expert. It’s a captivating bridge between past and future — a place where ancient traditions come alive through modern technology.” Developed in collaboration with one of Italy’s most prestigious cultural institutions, Ateneo Veneto, the project is further enriched by their valuable contribution. Visitors can access livestreamed conferences, historical documents, and a stunning virtual tour of the institution’s majestic Aula Magna.
Accessible via tmovimmersive.com and linked from the official websites of both The Merchant of Venice and Ateneo Veneto, the experience was developed using WebGL technology. It offers a fully navigable 3D exploration of Campo San Fantin, home to the brand’s iconic flagship store, the historic headquarters of Ateneo Veneto, and the renowned Teatro La Fenice.
Users can move freely through the interior of the flagship store — a 17th-century Venetian apothecary — and the Aula Magna, immersing themselves in a cultural journey that reveals the story of Venice, its perfume tradition, the raw materials that define this ancient craft, and the signature fragrances by The Merchant of Venice. The entire experience is guided by a voiceover in English.
TMOV Immersive is far more than a virtual visit. The platform offers a 360° experience enhanced with interactive hotspots that lead users through a sensory discovery of fragrance, while also challenging their olfactory knowledge. Inside the Perfumer’s Room, visitors can interact with the Perfumer’s Organ — the tool used to select and compose raw materials — and consult with the Fragrance Genius, an AI-powered chatbot designed to act as a digital scent assistant. Available 24/7, it answers real-time questions about perfumery, fragrance compositions, and artisanal techniques.
In the virtual Aula Magna of Ateneo Veneto, users can access cultural content and live-streamed events, join lectures and thematic discussions remotely — in perfect harmony with Ateneo Veneto’s mission to foster knowledge and cultural dialogue, with a special focus on Venetian history and the arts.
Founded to enhance and preserve the rich heritage of Venetian artistic perfumery, The Merchant of Venice has become an international symbol of excellence, craftsmanship, and cultural value. Its collaboration with Ateneo Veneto — a cultural institution established in 1812 and a leading voice in interdisciplinary dialogue across the humanities and sciences — has brought to life a project that harmoniously blends tradition with innovation.
The TOCC initiative, part of Italy’s National Recovery and Resilience Plan and managed by Invitalia, was specifically designed to support the digital transformation of Italy’s cultural and creative industries, encouraging new ways of experiencing and sharing cultural heritage.
With TMOV Immersive, The Merchant of Venice and Ateneo Veneto champion a new, more inclusive vision of culture — inviting audiences from around the world to explore Venice and its perfumed legacy through the lens of innovation.
Discover the experience: tmovimmersive.com