Lisa, Mingyu, Mile Phakphum And All The Stars Who Attended The First-Ever Bulgari Studio In Seoul

A melange of music, art and design fuelled by celebrity power—here’s what went down at the Bulgari Studio event in Seoul.

By Renee Batchelor - published 27 Mar 2024

The presence of Bulgari’s luminous global ambassador, Blackpink’s Lisa, was a big draw at the launch of Bulgari Studio on 14 March in Seoul. But the Italian Maison’s first-ever edition kickstarted with a bang, thanks not just to an impressive, international guest list, but high-energy programming that seamlessly weaved in the codes and design signatures of the brand.

Celebrities like the brand’s newest ambassador Seventeen’s Mingyu, Japanese model Hikari Mori, and Thai actor Mile Phakphum made it a night to remember, setting the red carpet alight in the presence of the gathered fans and guests of the brand, who had flown in from around the region. Other guests included friends of the brand like Singaporean actors Fiona Xie and Ayden Sng, and model and actor Pia Wurtzbach from the Philippines.

French choreographer Sadeck Berrabah.
Photo: Courtesy of Bulgari

Held at the Theatre des Lumieres, the evening featured performances by a specially curated group including French choreographer Sadeck Berrabah and the Korean singer/rapper Lim Kim. The night ended with a spectacular, visually-charged set by the Italian DJ Anyma that was a pure assault on the senses, in the best possible way.

As to why Seoul was chosen for this inaugural event, Laura Burdese, Bulgari’s marketing and communication vice president says, “It’s an incredible city with unbelievable value where today, everything is happening, especially for this kind of artistic expression. So we thought it was the perfect place to showcase our first Bulgari Studio show and performance. And I have to say that we were right, because when we invited people, everyone was so excited because Seoul is really considered the epicentre of innovative arts.”

The performance by DJ and artist Anyma.
Photo: Courtesy of Bulgari

Designed as a creative platform for co-creation and experimentation, the Maison chose to highlight three of its most emblematic icons: the B.zero1, Bulgari Bulgari, and Bulgari Tubogas. Says Burdese, “This year we decided to invent a new communication platform to bring to life these important values of the Maison: an innovative spirit and a visionary mindset. This is a platform where creators can bring together their different innovative form of arts, from generative AI, digital architecture, music to video installation, by co-creating something new.”

An artwork by Antoni Tudisco
Photo: Courtesy of Bulgari

Contemporary creators like the artist Antoni Tudisco, dubbed the digital Picasso, showcased the B.zero1 ring in his coolly surreal style. To mark the start of Bulgari Studio, the brand even featured Tudisco’s digital rendering of the B.zero1 ring sitting atop the Seoul Tower on its Instagram account. Special highlights of the evening were an electrifying choreographed piece from Berrabah performed in conjunction with local Korean dancers, as well as Anyma’s debut of the new music track, “After Love”, featuring Grammy award-winning singer Delilah Montagu. His awe-inspiring set was the perfect combination of visual and audio art, weaving in Bulgari’s designs in a way that felt fresh and inspired.

Guests were also able to explore Tudisco’s artwork in a gallery-like setting that also featured archival images of the B.zero1. The event also featured a dedicated exhibition space that showcased the many iterations of the B.zero1 design, a selection of Bulgari Bulgari watches as well as a special full metal version of the Bulgari Roma bag.

The Bulgari x Anyma Installation in Lotte World Tower & Mall.
Photo: Courtesy of Bulgari

As an extension of Bulgari Studio, there is also a dedicated installation by Anyma, that will be accessible to the public from now till 31 March at the Lotte World Tower & Mall. It offers visitors a glimpse into the sonic and visual landscape that the DJ-artist carefully crafts, seamlessly merging his universe with that of the B.zero1.

Keep scrolling to see the guests who graced the inaugural Bulgari Studio.