The Brief of Bvlgari Design - Sofi Wen

is an Italian jeweler and luxury goods retailer.
The name comes from the surname of the company's Greek

founder, Sotirios Voulgaris (1857-1932).
This company not only made a name for itself with jewelry but also
being a recognized luxury brand.
1: Product Analysis 2: Product Design
1-1. Product Mix 2-1 Design trend for 2010 S/S
1-1.1 Product position
1-1.2 Product category
1-1.3 Price range
1-2. Target Consumer 2-2 Design concept

1-2.1 Major consumer
1-2.2 Generation
1-2.3 Occupation
1-2.4 Lifestyle
1-3. Product Image 2-3.Design proposal

1-3.1 Concept
2-3.1Idea sketches by 1/1 scale
1-3.2 Product style
2-3.2Color rendering
1-3.3 Brand personality
2-3.3Computer drawing
Fine Gemstone jewelry
A taste of Italian excellence made of high quality materials.
Delicate Jewelry Crafts of recognizable design which combines the aesthetics of

Greek and Roman classicism with elements of modernism.
A high-valued collector’s item.

The whole product line of Bulgari includes jewelry, watches, accessories, gifts,
fragrances/skin care and hotels/resorts.
It’s clear to see that for a consistent customer, having one Bulgari product would
influence the purchase of the other, so that’s why Bulgari has a wild variety of
products.
The price of Bulgari jewelry collections could range from a minimum 550 EUR
to average 5,000 EUR, even sumptuous custom-made pieces.
It’s usual among any luxury products like Bulgari to launch limited edition
series; letting people go crazy about having one.
For example, Bulgrari has just been celebrating the anniversary of 125 years
with a series of activities including launching a limited edition Silver ring, which
donated to charity events, each piece for 300 EUR.
Bulgari’s brand value is high as they have built a strong name with
elegant jewelry series with unique designs.
It’s jewelry has always been attracting the female market the most.
In general, Bulgari targets people from the extreme high-end market,

the celebrities, the collector hobbyist, those who appreciates quality and
design with affording a premium cost for jewelry.
Female market
The frequency and the amount of jewelry purchased may vary but the style remains until a woman
gets to her middle age, almost fifties. From near twenties to forties is the age group that buys the
most jewelry. A woman in this age buys jewelry for herself, for her mother, for her daughter, for her
friends, for her friends’ wedding, for her friends’ newborn and so on, jewelry is not just a prized
possession but also the preferred gift in every occasion for her.
20ies~40ies ： buys the most jewelry After 50ies ： being a consist taste-lover
Bulgari jewelry has always been associated with
celebrities, like royal members, movie stars or
politicians that have set a high profile personality
for the brand.
We could find a Bulgari buyer from the

entertainment industry, business fields…etc.
She may be a celebrity,a businessman,a rich, or
even an engaged female. They have a common
aesthetic of fine jewelry taste.
Luxury Shopper
Including Enterprisers, businessman, celebrities…etc.
They have a variety of social events while buying luxury

goods with unique taste.
They have already become a consistent customer.

Average age over 35.
Modern Women
Including celebrities, female businessman, office-ladies and wealthy wives.
Though they don’t have the most income in the family,

they build self-esteem via luxury purchasing.
Having a luxury fever for chasing the latest fashion trends.

Average age-30.
Business Elite
Since they are positive and ambitious at work, they tend to buy the most
expensive products which they could afford.
Luxury-purchasing is not only for desire but also for seeking self-identity.
Average age- 30~50
combines the aesthetics of Greek and Roman classicism
with elements of modernism.
BULGARI BULGARI
B.ZERO 1 MONOLOGO BULGARI BULGARI NEW MONETE
Informal contemporary modernity

Bulgari classic
elegant classic fashionable
central spirl external gold external gold

Bulgari logo antient coins
Tubogas circle,double logo circle,double logo
Diamonds, Diamonds,colored Gold,

Diamonds, colored gemstones, gemstones,W/Y gold,
wild selections silver coin
W / Y / P gold black onyx black onyx, pearl
From simple engrave the

pave diamonds pave diamonds pave diamonds
to colorful origin of each coin
ETERNITY DEDICATA
MARRYME CORONA CUORE GRIFFE A VENEZIA
BANDS
Being Romantic and memorable

A large variety of solitaire diamond settings
Different styles from modern, trendy to refined and understated elegance.
SAPPHIRE PARENTESI
ELISIA ASTRALE ALLEGRA
FLOWER COCKTAIL
The tradition of dynamic use of color - a strong signal of creativity

A variety of stone cuts
Sensual, bold
PARENTESI TONDO CABOCHON OPTICAL
PENDENTI ELISIA WITH SPIGA LUCEA

DIAMONDS
Original and contemporary reinterpretation

"Light and shade" effect
Diamond pave setting conveys movement and express elegance
Bold & Elegant
The bold and elegant style which fuses classic and contemporary
is the paramount feature of Bulgari’s distinctive designs.
Technology becomes playful in a sweet way. From this universe, we rediscover both the appealing
A new positive high-tech is restarting with glamour of seductive movie actresses and the
references to the nativity of the 50s. humble elegance of traditional folklore outfits.
Technology, Robot,Chemical colors Folk Graphics, Supernature, White
Functional, Modern, Experimental Retro-Hispanic, Preppy, Folk
From:CIFF (Copenhagen International Fashion Fair)

Evoking the goddesses and vestal virgins of Antiquity, A woman-child with a retro look. A playful, girly mood
pre-Raphaelite paintings and symbolism. A romantic, juggling vintage patterns and faded 60’s and 70’s
spiritual, poetic appeal. Americans colors.
. Magic, Mystic, Nature Everyday, Motel Stories
Minimal, Elegant, Sober Retro, Cheerful, 70’s style
From:CIFF (Copenhagen International Fashion Fair)

2010 S/S New collections
“CABOMI.10”
I was inspired by the impressive rings of

CABOCHON collection (2007).
They are elegant yet modern, therefore, used to be
the major shape of my new collection of Bulgari.
CABOMI.10 = CABOCHON + charmming + 2010
Inspirational images Key words ：

Tech / Mystic / Modern/
Minimal/ Elegant / Retro
CABOMI.10
I started from composing different details of rings,

in order to find the most ideal style.
CABOMI.10
CABOMI.10 - Men’s steel jewelry
Bracelet Cufflink Tiepin
My concept for this set is to convey a modern kind of contemporary design.

Material ： Steel,Onyx,paved diamonds
CABOMI.10 - Women’s K gold jewelry
Ring Pendent Earring
Keeping the CABOCHON-alike shape, but also want to be bold and stunning.
Material ： yellow gold, pearl,paved diamonds

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is an Italian jeweler and luxury goods retailer.

The name comes from the surname of the company's Greek

1-2. Target Consumer 2-2 Design concept

1-3. Product Image 2-3.Design proposal

Delicate Jewelry Crafts of recognizable design which combines the aesthetics of

A high-valued collector’s item.

In general, Bulgari targets people from the extreme high-end market,

We could find a Bulgari buyer from the

They have a variety of social events while buying luxury

They have already become a consistent customer.

Though they don’t have the most income in the family,

Having a luxury fever for chasing the latest fashion trends.

Informal contemporary modernity

central spirl external gold external gold

Diamonds, Diamonds,colored Gold,

From simple engrave the

Being Romantic and memorable

The tradition of dynamic use of color - a strong signal of creativity

PENDENTI ELISIA WITH SPIGA LUCEA

Original and contemporary reinterpretation

Technology, Robot,Chemical colors Folk Graphics, Supernature, White

Functional, Modern, Experimental Retro-Hispanic, Preppy, Folk

From:CIFF (Copenhagen International Fashion Fair)

. Magic, Mystic, Nature Everyday, Motel Stories

Minimal, Elegant, Sober Retro, Cheerful, 70’s style

From:CIFF (Copenhagen International Fashion Fair)

I was inspired by the impressive rings of

CABOMI.10 = CABOCHON + charmming + 2010

Inspirational images Key words ：

I started from composing different details of rings,

Bracelet Cufflink Tiepin

My concept for this set is to convey a modern kind of contemporary design.

Ring Pendent Earring

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