Jannah: Rome Meets Abu Dhabi
13th February 2020
The new Jannah Collection is the fruit of a long-standing collaboration between Silvia de Silvestri, Bvlgari’s Artistic Director, and Her Highness Sheikha Fatima bint Hazza bin Zayed Al Nahyan. After more than 2 years, Bulgari launches the Five Petal Story in Abu Dhabi with a fantastic exhibition of about 45 creations at the outstanding Louvre museum. Bvlgari invited its top clients to visit the temporary set-up and to try-on pieces in private salons. The important traffic was mostly composed of local women even outside of the “Ladies Only” restricted period.
Five Petal Flower, Sheikh Zayed Grand Mosque, Abu Dhabi
Jannah, meaning Paradise in Arabic, is born from the blend of the Roman jeweller icons together with Middle Eastern inspirations. Using the Five Petal Flower from the beautiful Sheikh Zayed Grand Mosque as a starting point, this collection is rooted in Arabic symbols. It expresses the Eastern sensuality through the very feminine creations such as the numerous chockers and the Oriental jewels like hand and hair pieces. The abundance of pearls set on necklaces and bracelets also reflects the culture of the transcontinental land. Indeed, for centuries, the Persian Gulf has been one of the most important pearl’s sources in the world, which leads pearl fishing to be a strong industry in this region.
The Jannah Collection Exhibition, Louvre Abu Dhabi
The new collection embodies Bvlgari’s identity with the iconic Tubogas technique, the use of intense cabochon-cut emeralds and turquoise drops that highlight the colorful Dolce Vita. The omnipresence of flowers on the jewels is both linked to the jeweler design codes (Fiorever collection, En Tremblant brooches) and to the Five Petal Flower that represent the five pillars of Islam.
Furthermore, a true artistic balance emerges from the Italian and Arabic architecture in which Rome meets Abu Dhabi for complementary designs. This culture parallelism is a real asset for Bvlgari to target a wider audience in the Middle East and reach a bigger visibility with the support of the highly influent Arabic Royal family.
Jannah Collection, Bvlgari, 2020
To unveil Jannah collection, Bvlgari organized a gala dinner at the Louvre Abu Dhabi, inviting a large VIPs’ selection of the Middle East such as worldwide recognized actresses, Saba Mubarak, Dorra Zarrouk and Nadine Nassib Njeim. With 5 to 10 millions of Instagram followers, other celebrities were also participating to the event, spreading the word on their social media accounts: Saudi Arabian singer Aseel Omran, TV host Lojain Omran and many more. The evening was animated by a jewelry defile including creations from the previous high jewelry collection, Cinémagia.
Gala Dinner at the Louvre Abu Dhabi, Bvlgari, February 2020. Legends on the pictures.
In terms of communication, Bvlgari shared several teasers on Instagram before the exhibition, and then unveiled the collaboration with glamorous and dramatic videos. Official shots of the jewels were taken with the collection ambassador, Sonam Kapoor, a famous Indian actress. All pictures were published with the hashtag: #FromRomeToAbuDhabi
Sonam Kapoor, Jannah Collection, Bvlgari, 2020
Bvlgari offered 3 unique pieces to the Sheikh Zayed family (founder of Abu Dhabi), including one emerald necklace engraved with the Arabic writing «Zayed», the name of the Princess’ grandfather. The pendant’s center stone is a beautiful 13.38 carats cushion cut emerald from Colombia, set as the heart of the flower.