Link between jewelry and architecture. Bvlgari Fine Jewelry Show Summer 2021 by AMO

The Bulgari brand summer show 2021 has been designed by AMO, the research laboratory of the OMA architecture office. The project has been carried out in the emblematic Galleria Vittorio Emanuele II in Milan.

The project is led by Ellen van Loon, and Giulio Margheri, conceptualizing the set design and visual art for the Bvlgari Fine Jewelry Show.

Catwalk image. Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by AMO.

The jewelry collection for the Bvlgari´s Fine Jewelry Show directed by AMO is presented in one of the most prominent spaces in the Italian city of Milan. The intervention carried out to carry out the presentation of the show is based on the idea of connecting jewelry with architecture, the lyrical with the mechanical.

The incorporation of a large reflective disk in the center of the Galleria Vittorio Emanuele II manipulates scale and time, generating a spectacle of the encounter between the majesty of architecture and the splendor of jewelry.

Project description by AMO

Bvlgari’s jewelry collection is presented in one of the highlights of the city of Milan. In manipulating scale and time, the show creates a mutually reinforcing encounter between the splendors of fine jewelry and architecture.

“We conceptualize production as an interplay of the lyrical and the mechanical. We wanted to create scenes that resonated with fine jewelry design as much as behind-the-scenes craftsmanship."

Ellen van Loon, partner at OMA

Bvlgari's Summer 2021 Fine Jewelry Show marks AMO's first collaboration with the brand.

Read less

Disc seen from the rear. Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by Agostino Osio, courtesy of AMO.

Disc detail. Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by Agostino Osio, courtesy of AMO.

Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by Agostino Osio, courtesy of AMO.

Mock-up image. Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by AMO.

Mock-up image. Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph Copyright AMO.

Bvlgari Fine Jewelry Show Summer 2021 by AMO / Ellen Van Loon and Giulio Margheri. Photograph by AMO.

View more images

Metalocus recommends

Tower 15 by OODA. Photograph by Fernando Guerra

Formal unity and diversity. Tower 15 by OODA

SWITCH, New Simon Headquarters by b720 Fermín Vázquez Arquitectos. Photograph by José Hevia

A house for light. SWITCH, New Simon Headquarters by b720 Fermín Vázquez Arquitectos

Domestic housing in the suburbs. House MF by Balsa Crosetto Piazzi

More information

Label

Architects

Text

AMO. Partner.- Ellen van Loon. Project architect.- Giulio Margheri.

Label

Project Team

Text

Gioiele Colombo, Camille Filbien, Valerio Di Festa, Lina Jaidi, Magda Narkiewicz, Alexandru Tintea, Eleni Vernavides.

Label

Collaborators

Text

Director.- Tommaso Ottomano. Director of Photography.- Marco de Pasquale. Video Production.- April SRL. Scenography production.- Urban Production SRL. Animation.- Alto Piano. Music.- Marco Guazzone.

Label

Client

Text

Bvlgari.

Label

Dates

Text

2021.

Label

Venue/Location

Text

Galleria Vittorio Emanuele II, Piazza Duomo, 20123 - Milan, Italy.

Label

Photography

Text

AMO, Agostino Osio.

Laboratorio de ideas de la Office for Metropolitan Architecture (OMA). AMO

AMO is the think tank of the Office for Metropolitan Architecture (OMA), co-founded by Rem Koolhaas in 1999. Applying architectural thinking to domains beyond building, AMO has worked with Prada, the European Union, Universal Studios, Amsterdam’s Schiphol airport, Condé Nast, Harvard University, and the Hermitage. It has produced exhibitions, including Expansion and Neglect (2005) and When Attitudes Become Form: Bern 1969/Venice 2013 (2013) at the Venice Biennale; The Gulf (2006), Cronocaos (2010), Public Works (2012), and Elements of Architecture (2014) at the Venice Architecture Biennale; and Serial Classics and Portable Classics (both 2015) at Fondazione Prada, Milan and Venice, respectively.

AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was commissioned by the European Union to study its visual communication, and designed a coloured "barcode" flag – combining the flags of all member states – that was used during the Austrian presidency of the EU.

AMO has worked with Universal Studios, Amsterdam's Schiphol airport, Heineken, Ikea, Condé Nast, Harvard University and the Hermitage. It has produced exhibitions at the Venice Architecture Biennale, including The Gulf (2006), Cronocaos (2010) and Public Works (2012) and for Fondazione Prada including When Attitudes Become Form (2012) and Serial and Portable Classics (2015). AMO, with Harvard University, was responsible for the research and curation of the 14th Venice Architecture Biennale and its principle publication Elements. Other notable projects are a plan for a Europe-wide renewable energy grid; Project Japan, a 720-page book on the Metabolism architecture movement (Taschen, 2010); and the educational program of Strelka Institute in Moscow.

Ellen van Loon

Ellen van Loon (Rotterdam, 1963) joined OMA in 1998 and became Partner in 2002. She has led award-winning building projects that combine sophisticated design with precise execution. Recently completed projects led by Ellen include the shop-in-shops for Jacquemus at Galeries Lafayette and Selfridges (2022), the temporary showroom in Doha and store on Avenue de Montaigne in Paris for Tiffany & Co. (2022-23), Monumental Wonders exhibition for SolidNature in Milan (2022). Bvlgari Fine Jewelry Show (2021), Brighton College (2020), BLOX / DAC in Copenhagen (2018), Rijnstraat 8 in The Hague (2017), and Lab City CentraleSupélec (2017). Other projects in her portfolio include Fondation Galeries Lafayette (2018) in Paris; Qatar National Library (2017); Amsterdam’s G-Star Raw Headquarters (2014); De Rotterdam, the largest building in the Netherlands (2013); CCTV Headquarters in Beijing (2012); New Court Rothschild Bank in London (2011); Maggie’s Centre in Glasgow (2011); Casa da Musica in Porto (2005) – winner of the 2007 RIBA Award; and the Dutch Embassy in Berlin (2003) – winner of the European Union Mies van der Rohe Award in 2005. Ellen is currently working on The Factory Manchester – a large performing arts venue for the city; the renovation of Kaufhaus des Westens (KaDeWe) Berlin – Europe’s biggest department store – and the design of Lamarr, a new department store in Vienna; and the Palais de Justice de Lille.