MVRDV collaborated with Bulgari’s for Milan Design Week 2018 in an installation embodies the renowned Italian brand’s creative approach to be presented for the first time. The installation at the Brera Design District translates three key elements of Bulgari creativity – materials, modularity and colour – into a three-dimensional space, interpreted by MVRDV, Iván Navarro & Courtney Smith and Storagemilano.
A pioneer in mixing innovative and highly precious materials, the inventor of modularity in prêt-à-porter jewellery, and a master of colour, Bulgari has always challenged the rules of design, defying and re-envisioning aesthetic standards. The installation welcomes visitors into an abstract universe, where they are forced to abandon everything they know so that they may grasp the Bulgari essence of art and design: to deconstruct rules in order to reinvent them.
MVRDV’s installation transforms Bulgari’s iconic Serpenti bracelet into a spatial experience: a vault made of uniquely crafted scales fills an entire room and combined with mirrors it creates a kaleidoscope effect which introduces the visitor to Bulgari world of precious and unconventional materials.
Each of the scales is made from Bulgari’s repertoire of materials used for jewels and architectural spaces representing the vast possibilities of combinations. Bringing together a world of materials inspired by Industrial Design, Bulgari jewellery has regularly used elements that are traditionally reserved to other fields. Source and photos Courtesy of MVRDV.