Bulgari's Dream Machine. (Photo: Bulgari)
Bulgari marks its participation in the Salone del Mobile (Design Week) in Milan with three creative brand experiences. Under the theme Reinventing Design Rules, the luxury house presents a 1,000 sq m installation at the Brera site, transforms the Bulgari Hotel Milano into a Mirror Cube and reimagines a gallery at its Montenapoleone boutique.
The installation at the Brera Design District is a stunning visual adventure that explores materials, modularity and colour in three-dimensional spaces — interpreted by design and architecture icons Iván Navarro, MVRDV and Storagemilano. A labyrinth invites visitors to enter an abstract universe, made surreal by neon lights, fluorescent colours and mirrors. MVRDV interprets the iconic Serpenti bracelet into a spatial experience, tiling a vault with uniquely crafted scales made from Bulgari’s repertoire of jewellery materials to create a kaleidoscope effect. Storagemilano examines modularity in a succession of spaces and routes cordoned by metallic tubing in which geometric facets are defined and highlighted to echo the multifaceted cuts of gemstones. Finally, a Dream Machine dispenses B.zero1 jewellery from an elegant cube, offering a futuristic buying experience while making high jewellery completely accessible.
Visitors can explore the Mirror Cube in Bulgari Hotel Milano’s garden, II Giardino. Mirrored external walls reflect the green surroundings while the interiors captivate with hypnotic black-and-white pattern linings. Finally, the dreamlike gallery at the Montenapoleone boutique creates an immersive celebration of the B.zero1 universe through thematic windows and artisanal Italian furnishings. The three displays will be on show from April 17 to 22.
