A glowing celebration of rebirth was created by research and development firm OMA, along with sister firm AMO, to present BVLGARI‘s High Jewelry collection.

The twin studios collaborated with the Roman luxury company to create a simply wonderful video, called ‘Magnifica’ Opera d’Arte, inside Milan’s Galleria Vittorio Emanuele II.

This is not the first time that AMO has worked with an Italian luxury company, in fact it now regularly creates sets for Prada fashion shows including the beach tunnel for Spring/Summer 2022.

For this video by BVLGARI, AMO and OMA have “conceptualized the production as an interplay of the lyrical and the mechanical”, said Ellen van Loon, partner at OMA, who directed the project together with Giulio Margheri.
“We wanted to create scenes that resonate with the design of fine jewelry, as much as the artisanship behind the scenes”.

No longer a review or a twist to the concept of catwalk but a real open space where to recreate a baroque opera, opera, thanks first of all to the magical place chosen as a set and the voice of Andrea Bocelli who acts as a soundtrack with “Ode To Joy”.

Inside the Galleria Vittorio Emanuele II, designed by the architect and engineer Giuseppe Mengoni and completed on December 30, 1877, an enormous adjustable luminous disk was built, which in the video takes on the role of the sun, the illuminated staircase, the nerve center of the whole.

Although this is the first collaboration between BVLGARI and AMO, the Italian luxury brand had already winked at architecture by working closely with the late Zaha Hadid since 2008 and Japanese architect Tadao Ando.

You can check out BVLGARI and AMO/OMA’s video below.