AMO, the research counterpart of OMA, has revealed design for Bvlgari’s Summer 2021 fine jewelry show, AMO designs the stage and undertakes video art direction of the show. 

The show has been presented at the heart of the Galleria Vittorio Emanuele II, a major landmark of Milan. 

Image © AMO

To celebrate Bvlgari’s "Magnifica" jewelry collection, the Galleria Vittorio Emanuele II di Milano has been transformed into a catwalk, a concert hall, and a runway movie set where AMO created a video direction for the brand. 

Symbolizing the rejuvenating energy of Bvlgari’s jewelry creativity, an ingenious use of light and color set the stage in front of Milan’s iconic architecture.

Image © Agostino Osio, courtesy of AMO

The project is led by OMA Partner Ellen van Loon and Giulio Margheri. Bvlgari’s jewelry collection is presented in one of the highlights of the city of Milan. 

Image © Agostino Osio, courtesy of AMO

In manipulating scale and time, the show creates a mutually reinforcing encounter between the splendors of fine jewelry and architecture.

Image © AMO 

"We conceptualized the production as an interplay of the lyrical and the mechanical," said OMA Partner Ellen van Loon. 

"We wanted to create scenes that resonate with the design of fine jewelry, as much as the artisanship behind the scenes," she said. 

Bvlgari’s Summer 2021 fine jewelry show marks AMO’s first collaboration with the brand.

Image © AMO

Image © AMO

Image © AMO

Project facts

Project: Bvlgari Fine Jewelry Show Summer 2021 

Location: Milan, Italy

Client: Bvlgari

Partner: Ellen van Loon

Team: Giulio Margheri, Gioele Colombo, Camille Filbien, Valerio Di Festa, Lina Jaidi, Magda Narkiewicz, Alexandru Tintea, Eleni Vernavides.

Collaborators

Director: Tommaso Ottomano

Director of Photography: Marco de Pasquale 

Video Production: April SRL

Scenography production: Urban Production SRL 

Animation: Alto Piano

Music: Marco Guazzone

Top image © Agostino Osio, courtesy of AMO

> via OMA