This holiday season, Bvlgari is all about vibrant, vivid and showstopping colors. An occasion of pure delight and celebration, the Italian luxury brand prepares itself, marking it as time to be big, bold, and, in classic Bvlgari style, to go all in with their holiday special campaign. Dubbed as Pop Wishes, the campaign follows their debut of the Wild Pop High Jewelry last month. Inspired by comic strip style, textures, layers, and, of course, stunning saturated colours, Bvlgari is staking new territory with this.
THE ART OF THE GIFT
Throughout the campaign, the product is the hero. In windows, each piece is styled to pop—emerging from boxes, peek-a-boo-style, or stacked atop candy, lights, ornaments and wrapping paper. Whimsical settings evoke the Christmas countdown, reminding us of the childlike anticipation of giving and receiving. Surreal, stylized images represent the flurry of activity that accompanies Christmas—the wrapping, decorating and cooking—and convey the dazzle and magic found in these traditions. Bright colours and shimmering lights express the heightened senses of the season, and remind the guest to smile, have fun and take everything a little less seriously.
BOXES OF JOY
The ultimate boxes of joy, holiday windows will be one of the primary points of engagement for the Pop Wishes campaign. Filled with jewels from Bvlgari’s most iconic collections as well as handmade ceramic charms in the shape of cards, dice, sweets, and candies, they are all about abundance—an explosion of that irrepressible Bvlgari spirit. The eight-point star—a symbol taken from the star that is inlaid on the floor of the Via dei Condotti shop—will also figure prominently. Reimagined in rich colours and Pop Art-inspired patterns like stripes and polka dots, it eschews traditional holiday hues in favor of something more distinctive.
The eight-point star also transports a piece of Via Condotti to every Bvlgari boutique in the world. In addition to the meaning it holds for Bvlgari, the star has long been associated with Christmas thanks to the story of the Nativity. Evoking harmony, balance, cosmic order, and the four cardinal directions, it is said to lead the way to Rome, “the capital of the world,” because, as we know, “all roads lead to Rome.”
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