The form of this cornice became the motif that MVRDV developed as a common thread across the Bulgari 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 Bulgari 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 Bulgari’s signature saffron colour.
“With this design, we bring a Roman zest for life to Bangkok,” says MVRDV founding partner Jacob van Rijs. “We are working on several Bulgari 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 Bulgari signature.”
The first Bulgari 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 Bulgari which translated the well-known ‘Serpenti’ scale motif into a vaulted mirrored room.