Bvlgari Eternally Reborn
Bvlgari, 2024
Bvlgari Eternally Reborn is an exhibition presented at Domvs, the historical store on Via Condotti 10 in Rome.The exhibition pays tribute to the ability of Rome and of Bvlgari¹ to continually reinvent itself. Eight thematic chapters take visitors on a journey through the 140-year heritage of the brand, presenting rare jewels and precious objects that offer a visual narrative of the Maison’s relationship with the City. The exhibition features custom-made displays crafted by Formafantasma, which host both special jewelry and content curated by 2050+², in collaboration with the creative studio Courtesy of.³
Starting with the custom-made vintage cases from the Bvlgari archive, we began by exploring display options for both jewelry and archival materials. In this way, the special pieces are presented in a broader context, allowing people to appreciate the jewelry as part of a larger historical context, including its references and craftsmanship.
The exhibition presents a selection of highlight objects, showcased in a custom "box within a box" system that serves a dual purpose: at one moment, it displays the jewel and its history, and at another, it serves as a precious protective armor.By incorporating drawers and compartments, the displays provide viewers with exclusive content that can be discovered, creating a cabinet of curiosities.
Bvlgari’s jewelry is also extremely precious, and handling it requires careful attention because of its specific requirements. For this reason, Formafantasma designed specific custom-made boxes that allowed the store's staff to access and safely secure the pieces every day, as part of the exhibition experience.
In the Domvs project, industrial materials like stainless steel are paired with Bvlgari’s handcrafted jewelry. The contrast helps highlight the jewelry craftsmanship by placing it in a setting that doesn’t compete with it. Moreover, stainless steel was a deliberate choice to contrast with the elegance of Bvlgari’s pieces, giving the jewelry its own space to shine without overwhelming it with more ornate materials.
While exploring their collaborative journey with Bvlgari, Formafantasma reflects on the importance of craftsmanship, and the role of design in shaping how we engage with and preserve cultural history for future generations.
