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Elle Decor

Bulgari’s Studio Concept Touches Down in Seoul

Asad Syrkett
2 min read
translucent orange cases with bright lights and cases with jewelry and the bulgari logo behind it
Bulgari Launches Its Studio Concept in SeoulCourtesy Bulgari

What do South Korea’s tallest building and K-Pop superstar Lisa from Blackpink have in common? Being at the top of their respective games, of course, and, most recently, being central elements in the latest iteration of a bold new cultural initiative from the team at Italian luxury house Bulgari.

large translucent brightly lit orange cube with a circular opening with the bulgari logo on it
The immersive Anyma x Bulgari Studio installation designed by Anyma located in the Lotte World Tower.Courtesy Bulgari

At a buzzy opening last month in Seoul, Bulgari launched the South Korean edition of its Bulgari Studio concept—a cross-disciplinary platform for collaborations with designers, artists, and more in support of the brand’s B Zero 1 fine jewelry collection. The celebration in Seoul was twofold. For the event, Bulgari unveiled a pop-up on the ground level of the Kohn Pedersen Fox–designed Lotte World Tower that was one part architectural folly, one part multisensory jewelry exhibition. The eye-catching installation consisted a cube made of translucent panels in the brand’s signature sunset orange designed to house a selection of pieces from across Bulgari’s jewelry and accessories offerings. A visit to the pop-up revealed both Bulgari wares in glittering vitrines and a screen displaying digital robot hand models whose movements were synced to a soundtrack by the Italian DJ and musician, Anyma.

glass display cases with bulgari logo in an orange modern hue
The interior of the new Bulgari boutique in Seoul showcasing the B.zero1 fine jewelry collection.Courtesy Bulgari

The celebration’s main event on March 14 was a party at Seoul’s Théatre des Lumières, an art event space where a circular pavilion in orange-tinted-plexiglass accessories pavilion featured a series of performances including an appearance from Blackpink’s Lisa and choreography by French dance artist Sadeck Berrabah. In a conversation in Seoul with Elle Decor, Berrabah noted that his work for the evening—with 86 dancers performing in perfect synchronicity—was inspired by the technical elements of the B Zero 1 line.

a man and woman on stage with an image of hands clasping at the back with an emphasis on the rings on the fingers
Italian DJ Anyma performing at the Bulgari Studio launch event in Seoul. RAFAEL DEPROST

“Inside the show, there are a lot of waves and movement,” says Berrabah, whose choreography echoed the sinuous form of Bulgari’s signature serpent. He organized the dancers in four rows to mimic the channels on a ring in the B Zero 1 collection. “My goal was to make something beautiful,” that photographs well, he says, but that is an even richer experience in person. Just like the jewelry itself.

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