Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV

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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.

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
Bvlgari Bangkok is the second in a series of façades designed by MVRDV for the luxury brand | Photograph © Ketsiree Wongwan

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.

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
Taking Bvlgari’s heritage as a starting point, MVRDV’s design takes inspiration from the portals and distinctive cornices on Bvlgari’s store in Rome | Photograph © Ketsiree Wongwan

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.

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
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 | Photograph © Ketsiree Wongwan

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.

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
The design creates a striking impression for visitors ascending the mall’s escalators | Photograph © Ketsiree Wongwan

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.

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
The windows have varying colours and degrees of transparency, tailored to the functions behind them | Photograph © Ketsiree Wongwan

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.”

Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV
The cornice pattern façade is completed in brass combined with different types of glass, giving a golden effect | Photograph © Ketsiree Wongwan

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.

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