Our team follows exciting developments of the Bvlgari Studio. Laura Burdese, Bvlgari's Deputy CEO, shares a story of this new project and upcoming plans with NARGIS. Join us in admiring pictures from the launch in Seoul, Korea, and we promise to share from the next stop of the Bvlgari Studio in New York shortly. Stay tuned!
Where and when was the Bvlgari Studio concept developed?
Bringing Bvlgari Studio to life was an exhilarating journey fuelled by passion, determination, and a clear vision. The idea was born from a desire to push boundaries and foster creativity in a way that resonates with our brand's essence. While the process certainly presented its challenges, such as selecting the right contemporary creators who reflect Bvlgari’s values and aesthetic codes through their innovative vision, the enthusiasm and commitment of our team propelled us forward. We embraced the opportunity to collaborate with international creators, providing them with a platform to express their unique perspectives, reinterpreting iconic Bvlgari creations, like B.zero1. Ultimately, the hard work paid off as Bvlgari Studio emerged as a vibrant hub for innovation and inspiration, embodying our brand's forward-looking ethos.
Why did you choose Seoul as the venue for the launch?
Bvlgari has selected Seoul for this special unveil exactly because it is a city that has become a creative epicentre, from music and art to innovation, fashion, and design. This vibrant metropolis attracts an international audience of young talents, trend-setters, and curious minds eager to embrace its dynamic and inspiring avant-garde spirit, making it the ideal destination to reveal this creative and visionary project.
Who inspires you for such interesting collaborations?
The concept of interdisciplinarity is at the core of Bvlgari Studio, just as it is for Bvlgari’s creativity. We are used to taking inspiration from art, architecture, and nature, and we believe that the dialogue between different forms of creative expression should always be encouraged, as a change of perspective. This attitude to think, invent, and break the rules is what we call Italian Genius. In the jewellery and watchmaking industry, evolution and creativity play a leading role. This inventive spirit, in the case of Bvlgari, is expressed precisely through its most avant-garde icons: B.zero1, Bvlgari Bvlgari, and Bvlgari Tubogas. The challenge is to reinterpret the aesthetic codes of jewellery or watchmaking designs that—by their very identity—are conceived to be timeless yet projected into the future through artistic contaminations and collaborations.
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What do you expect from the Bvlgari Studio platform?
Bvlgari Studio is a way to make people fully understand the intangible value that exists in our creations, which is measured with years of goldsmith mastery, a revolutionary approach to design, and the ability to create pioneering aesthetic codes that are always in tune with the times and constantly innovated through vision and creativity. With Bvlgari Studio, we wanted to offer today's consumer an experience and not simply present a product. It's about bringing to life everything that these collections represent: the spirit, the craftsmanship, and their creative potential as a source of endless inspiration.
What is coming next in this project?
Seoul was just the beginning of Bvlgari Studio’s journey, which aims to bring together contemporary artists on a global scale throughout the year. Creativity breeds creativity, and it will be very interesting to see how, from different parts of the world, this concept will be developed and carried forward. So, stay tuned for exciting activations and surprising collaborations.
What artists do you see participating in this project?
Bvlgari Studio's aim is to cross paths that have never been traced before, in search of new perspectives that can nurture and feed creativity at 360 degrees. For this project, we want to interact with creators from different fields, each of them offering their personal view of our Icons. Creativity is a constantly moving flow, and we are only at the beginning of this exciting journey. I am thrilled to see what developments this visionary and innovative project will have. There will be new activations and collaborations with innovative and contemporary minds, and I expect surprising interpretations, innovative revisitations, and unexpected evolutions of what are the most innovative Bvlgari icons.
We are only at the beginning of this exciting journey
Laura Burdese
