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Bulgari: Masterpieces Exhibition

When Bulgari – a brand encased in Italian glamour and heritage – came to the JUSTSO team with a creative brief of celebrating the brands’ style setting moments through the 1970s-1990s, our creative team were thrilled to take on the challenge.

The brief: transforming the traditional retail space of Bulgari’s Bond street store into a grand exhibition hall, worthy of expressing this iconic brands’ story. The focus: charting Bulgari’s show stopping moments through the 1970s to 1990s, bringing together rare never seen before sketches and heritage jewel stones that have adorned some the world’s most beautiful and equally iconic women – think Elizabeth Taylor, Sofia Loren and Marilyn Monroe; diamonds indisputable best friends.

JUSTSO worked on this project from conception to finale. Encompassing the old with the new, using a corridor that worked effectively as an interactive timeline, this took visitors on a journey, charting key moments in the brands’ fabulous history.

From the sizzling 70’s; Bulgari’s ‘Tematica’ line – featuring largely pop art inspired pieces – to more traditional moments of Bulgari’s story in its ‘Parentesi era’, which is famous for its strong signature ‘bracket’ design, inspired by the pavements of Rome (a true icon of the 80s). The exhibition takes visitors right up to the fiercely contrasting styles (yet equally celebrated) 90’s minimalist moments – a collection largely inspired by themes of nature.

To tell this fantastic story the JUSTSO team pulled out all the stops; to include a giant interactive digital history book, elegantly set displays -fit for the crown jewels – along with a massive ring display and stunning visual projections, extending across the entire floor – making the event a true experience in itself.

Mimicking the collection in both opulence and style, Bulgari sought to offer guests the true VIP treatment, and a chance to take home a bespoke piece inspired by the collection. JUSTSO created a chic VIP area where visitors could have a private consultation, with a Bulgari jeweller, try on a selection of the styles and take home a made to order piece of history.

JUSTSO wanted every inch of the VIP section to be luxury, achieving this through everything from the royal blue carpet, elegant displays and carefully thought through lighting; to the beautiful fountains of flowers, which engulf the entire section. We continued this theme with statement walls, coated in black and white photographs of iconic figures wearing Bulgari pieces.

The overall effect: JUSTSO transformed Bulgari’s Bond Street store into a chic metropolitan museum, worthy of its fashion savvy London cliental and a brand noted for defining Mediterranean high glamour.