Dream big and bold and let your dreams soar with sparkle and colour. That’s what comes to mind when you stand beneath Bulgari’s Serpenti Necklace Light Structure and stare at its countless intricate parts. And as you swipe your mobile to launch a special effect on the 18.5m installation fronting ION Orchard in Singapore, you begin to believe dreams can come true.
The mesmerising Serpenti Necklace Light Structure, inspired by Bulgari’s iconic Serpenti jewellery collection, speaks for the brand’s heritage and craftsmanship as it celebrates dreams and glamour this holiday season.
Standing tall on the left side of the main entrance to the mall is another nod to Bulgari’s Dream Maker campaign – the Fireworks Tree, bursting with lights and colours inspired by its gemstones. At the top of the 18.5m tree is an eight-point star, a nod to the Italian maison’s signature Condotti star, symbolic of the Latin phrase Roma Caput Mundi, interpreted as “all roads lead to Rome”.
The Serpenti Necklace took over nine months to design and set up. It has 150,000 micro LED lights along its body which, when lit, reflect the scaled leitmotif that stands out in many of Bulgari’s watches, handbags and jewelled accessories. The Fireworks Tree’s 100 mini fireworks were created using 15km strip of 200K LED RGB Lights which literally illuminate the brand’s vision of being “unapologetically bold and unmistakably distinctive”.
ION Orchard welcomes visitors to add their personal touch to these unique structures using a pre-programmed interactive digital application. Download the app, swipe your mobile phone and you can launch the coloured effects of your choice on the Serpenti Necklace and Fireworks Tree.
Just before they were unveiled on Nov 6, Jenny Cheah, regional managing director of Bulgari, South Asia Pacific, addressed an excited crowd gathered in front of the mall: “We imagine a holiday movie with these two installations to showcase joy in a very unconventional way, through the magic of dreams, celebrating joy with lights [and] fireworks in colours inspired by our precious gemstones.
“We believe in making dreams come true and I am really proud to present two world firsts by Bulgari – the first interactive Fireworks Tree and the tallest Serpenti Necklace. The installations are a reflection of our current holiday campaign, the Dream Maker, which continues to pay tribute to the magic of movie-making and the magic of cinema which Bulgari has been celebrating this year through Cinemagia.”
Cheah lit up the installations together with Yeo Mui Hong, CEO of Orchard Turn Developments (the manager of ION Orchard), Ranita Sundra, director, retail and dining, from the Singapore Tourism Board, and Taiwanese celebrity Ethan Ruan.
Guests at the ceremony included Malaysian actors Scha Alyahya and Awal Ashaari; actress Min Pechaya and fashion designer Vatanika from Thailand; and Singapore celebrities Zoe Tay, Christopher Lee, Pierre Png and Fiona Xie.
Many had a turn with the app, splashing the structures red, blue, purple, silver and gold to excited cries. Flushed with joy, they then made their way to ION Sky on Level 56 of the mall for a rousing Dream Maker after-party.
Bulgari’s Dream Maker Holiday Installations are on display at ION Orchard, ION², until Jan 1 from 10am to 11pm daily.