Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV. Located in the IconSiam department store – one of the largest malls in Asia – the project is the second in a series of façades designed by MVRDV for the luxury brand, following a store in Kuala Lumpur that opened in 2018. The Bangkok store opened last year with a spectacular party and, now that corona measures in Thailand have been relaxed, visitors can shop again to their heart's content.
MVRDV的任务是重新思考宝格丽新店的外立面设计，为其经典形象增添现代感。一个多世纪以来，这个意大利品牌一直代表着魅力和创造力，其灵感来自罗马艺术的永恒之美。以这一传统为出发点，MVRDV的设计灵感来自于宝格丽在罗马的第一家店面，自1905年起就位于Via dei Condotti的门廊和独特的门楣。
MVRDV was tasked with rethinking the façade designs for new Bvlgari stores, adding a contemporary touch to their classic image. The Italian brand has stood for glamour and creativity for more than a century, inspired by the timeless beauty of Roman art. Taking this heritage as a starting point, MVRDV’s designs took inspiration from the portals and distinctive cornices on Bvlgari’s very first store in Rome, located on Via dei Condotti since 1905.
The form of this cornice became the motif that MVRDV developed as a common thread across the Bvlgari façades, deployed in a variety of combinations that allowed MVRDV to experiment with asymmetric patterns and innovative materials.
In the IconSiam store, elegance is the defining feature, standing out even among the other luxury brands in a high-end area of the mall. The cornice pattern façade is completed in brass combined with different types of glass, giving a golden effect and creating a striking impression for visitors ascending the mall’s escalators, which end directly in front of the Bvlgari store.
The windows have varying colours and degrees of transparency, tailored to the functions behind them: at the ground floor, transparent glass creates shop windows, while on the two levels above opaque windows are strategically placed to allow visitors to the top-floor VIP lounge their privacy. Surrounding each window, subtle lighting highlights the store’s products and the backgrounds in Bvlgari’s signature saffron colour.
MVRDV创始合伙人Jacob van Rijs表示："通过这一设计，我们将罗马的生活热情带到了曼谷"。"我们同时在为多家宝格丽门店工作，始终确保使用高品质的材料，如天然石材、有色玻璃、铜和黄金作为基础。虽然所有的设计都会因地制宜，但每家店都会有鲜明的宝格丽特色。"
“With this design, we bring a Roman zest for life to Bangkok”, says MVRDV founding partner Jacob van Rijs. “We are working on several Bvlgari stores simultaneously, always making sure that we use high-quality materials such as natural stone, tinted glass, copper, and gold as a basis. Though all the designs will be unique to their location, each will have a distinct Bvlgari signature.”
2018年，第一家Bvlgari旗舰店在吉隆坡开业，其立面由MVRDV设计。该设计使用了一种独特的材料:由金色透明树脂纹理交叉的混凝土。这种材料呈现出大理石的外观，纹理在夜晚点亮，提供了一种完全不同的外观。在同一年的早些时候，在Salone del Mobile上，MVRDV为Bvlgari设计了一个装置，将众所周知的“蛇形”尺度主题转化为拱形的镜子房间。
The first Bvlgari flagship store with an MVRDV-designed façade opened in Kuala Lumpur in 2018. This design used a unique material: concrete crossed by gold-coloured transparent resin veins. This material gives the appearance of marble, with the veins lighting up at night to provide a radically different look. Earlier in the same year, during the Salone del Mobile, MVRDV presented an installation for Bvlgari which translated the well-known ‘Serpenti’ scale motif into a vaulted mirrored room.
Project Name: Bvlgari Bangkok
Location: Bangkok, Thailand
Size and Programme: 234m2 Façade
Founding Partner in charge: Jacob van Rijs
Partner: Fokke Moerel
Design and Material Development Team: Aser Giménez Ortega, Simone Costa
Construction Phase Team: Aser Giménez Ortega, Simone Costa
Concept Design Team: Aser Giménez Ortega, Elien Deceuninck, Rico van de Gevel, Junxiang Zhang
Copyright: MVRDV 2020 – (Winy Maas, Jacob van Rijs, Nathalie de Vries, Frans de Witte, Fokke Moerel, Wenchian Shi, Jan Knikker)
Partners: Contractor: Redwood Interior PTE LTD Structural research: ABT bv - E.H.J. ten Brincke
Images: © Ketsiree Wongwan