Over 5,000 miles away from London, I entered a lift to the rooftop of the sky-scraping Sofitel Hotel to meet with Bulgari’s Marketing and Communication Vice President, Laura Burdese — a symbolic journey that not only represented the Roman Maison’s cloud-topping vision of a brand’s aesthetic codes, but also its unparalleled approach to art creation. And, as I was soon to find out, when it comes to Bulgari: not even the sky proved a limit.

So, what brought us here in the first place? “Our main idea is to bring to life the concept of Italian genius,” answered Laura. It was just hours before we were due to attend the launch of Bulgari Studio, Bulgari’s latest stage of co-creation and experimentation — built in the buzz of Seoul. Merging the Italian genius with an audience in South Korea, Bulgari – and Laura herself – set the tone for the Maison’s next venture of innovation: to cross-pollinate, reimagine and re-inspire.

It’s nothing they haven’t done before. In fact, when it comes to the paradigms of high jewellery and watches, Bulgari has never been one to follow the rules. At its inception over 140 years ago, they quickly switched up the game. “Bulgari invented a new kind of jewellery,” Laura noted. “There were the typical pieces constructed in diamond and gold, and Bulgari came in to mix and match its materials and textures with vibrant and sometimes weird and strange combinations — it revolutionised the world of high jewellery.” This can be seen in the coveted Bulgari Bulgari watch collection, which turned an Italian-inspired emblem into a quintessential hallmark; or the Bulgari Tubogas, which incorporated industrial designs into sophisticated accessories. Bulgari made its mark by the destruction and reconfiguration of high-end jewellery codes. But with Bulgari Studio, the Maison is proving that the true crux of Italian genius does not stop at adorning our wrists and décolletage. Their next target? Our minds.

“Today the world more than ever needs to be reminded that through imagination, we have to be brave, and through art, we can re-write the codes and innovate the game. We can bring once again the pioneering vision to connect different forms of art together.” At the Théâtre des Lumières on the 14th of March, Bulgari started a new conversation, one which celebrates community, fluidity and freedom of creative expression. Bulgari Studio was unveiled to put this into practice, inviting creative visionaries from around the world to unite together to form a story where art meets artist, where physical jewellery incites new mediums of creation, and where imagination meets reality.

Drawing inspiration from Bulgari’s trailblazing icon, the B.zero1, a number of the Maison’s studio creators took to the stage of Bulgari Studio to unleash their own interpretations of the genetic makeup of the ring. Its unique design language inspired French choreographer Sadeck Berrabah to curate a spellbinding performance in which a number of dancers sat on stage to move as one using only their arms and hands. The multi-disciplinary artist and DJ Anyma paid homage to Bulgari’s ability to merge reality and imagination with an immersive set where music and visual art worked in unison. Meanwhile, Korean singer Lim Kim and DJ Ana Kim kept spirits high with their own musical performances — proving that through art, we all remain connected.

Attended by global icons and Bulgari Brand Ambassadors from Blackpink’s LISA to model Serenay Sarikaya, K-pop star Min Gyu, actor Tomohisa Yamashita and singer Pierre De Maere, Bulgari Studio seamlessly immersed its creative visionaries with its creative output, with each guest wearing the B.zero1 jewellery in its multiple design formations — from classic to Rock.

Inviting the public to this conversation, a dedicated installation born from a collaboration between Bulgari and Anyma was opened at the Lotte World Tower & Mall on March 13th, where shoppers are invited to experience Bulgari’s new creative territory — walking through an exhibit fashioned with the Bulgari Bulgari, Bulgari Roma, Bulgari Tubogas and B.Zero1 collections while audio-visual graphics display the jewellery through a totally new medium on-screen.

With plans to extend its potential throughout 2024, Bulgari Studio promises to continue its journey, enlisting contemporary creators worldwide. Regarding high jewellery, art, imagination and creation, Laura stated it best herself: “It’s an ever-going conversation.”