A rendering of Bulgari's new pop-up in New York.

Bulgari will open a pop-up shop to mark the 20th anniversary of its B.zero 1 collection within New York’s Oculus mall.

The shop — running from May 2 to 8 — will take the form of a 3,400-square-foot, ring-shaped gilded labyrinth. It is the first pop-up of its kind, and should it prove a success, Bulgari will take the format on the road to celebrate B.zero 1 in other cities.

“This year is the 20th anniversary of the design, which was released in 1999 on the eve of the new millennium,” said Daniel Paltridge, president of Bulgari North America. “Over the past 20 years, it’s taken on a life of its own, it’s become an iconic design. It’s striking, bold and unique. Historically, rings have been rather generic, this collection transformed people’s idea of what a ring should look like or be worn like.”

Paltridge said the pop-up is somewhat strategic, given B.zero 1’s amorphous appeal and how that suits modern consumer trends. The style is enjoyed by men and women, and as ceremonial jewelry or as an item for self-purchase. In February 2018, Bella Hadid was named the line’s ambassador to help rope in a younger clientele.

“I think the notion of why I buy a ring as a client today is quite a lot different from 20 years ago,” Paltridge said. “A ring used to signify marriage or engagement, whereas now that’s changing with self purchase. The B.zero 1 doesn’t look like a wedding ring or an engagement ring, it changes the notion of what a ring can stand for.”

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