Bulgari’s Studio Concept Touches Down in Seoul
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.
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.
The celebration’s main event on March 14 was a party at Seoul’s Théâtre 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.
“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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