AMO and OMA illuminate an iconic Milanese market for the Bvlgari Summer 2021 show

Italian luxury jewelry and watch company Bvlgari tasked AMO, the research arm of OMA, to design both the set of its Summer 2021 jewelry show and to direct the look of the resultant video. This isn’t the first time AMO has teamed with an Italian luxury brand; the group regularly designs sets for Prada’s seasonal shows, including the beachside tunnel recently erected for the Spring/Summer 2022 menswear show in Sardinia.

However, for the Bvlgari video, AMO leaned less on models walking through tactile rooms and more towards a sun-drenched Baroque space opera, closer to Blade Runner 2049 or Jupiter Ascending than classic catwalk.

“We conceptualized the production as an interplay

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