BULGARI ‘AMERICAN ENERGY’ SHORT FILM
Bulgari collaborates with visionary artist, Petra Collins, to celebrate the re-opening of the brand's New York store.
November 1, 2017
The Bulgari ‘American Energy’ short film was conceptualized and directed by Collins’, viewers are transported back in time to the 70’s – when Bulgari’s relationship with New York began.
Through her uniquely contemporary lens, Collins’ reimagines the bold, larger than life spirit of Bulgari and New York’s avant-garde culture with energy and vivacity, to tell the story of Nicola Bulgari’s audacious and daring journey from Rome to New York.
Street cast with some of Collins’ familiar muses, the actors bring to life the Italian elegance of Bulgari’s exclusive jewelry capsule collection – From Rome to New York. Bulgari pays homage to the city that never sleeps with a celebratory site-specific jewellery collection. Sparkling with humorous riffs on classic American symbols, it celebrates the spirit of Pop Art, Studio 54 and the geometric splendour of the city’s skyline. The graffiti-strewn streets of ’70s Manhattan are also a key influence in the designs.
Bulgari’s bright, bold take on traditional diamond fine jewellery combinations emerged in the late fifties, during Italy’s design-boom years. They upped the glamour factor, adding sizeable, colourful sapphires and emeralds to big-volume forms, such as giant-link gold chains. That approach still resonates today, as the new collection proves. While bold colours, strong lines, twinkling star motifs and even a graffiti-art inspired Bulgari logo speak of a seventies-era Manhattan, the collection also reflects a transatlantic exchange of creativity between Italy and America.