Bangkok now has a Bvlgari flagship store with a façade designed by MVRDV. Located in the IconSiam department store – one of the largest malls in Asia – the project is the second in a series of façades designed by MVRDV for the luxury brand, following a store in Kuala Lumpur that opened in 2018. The Bangkok store opened last year with a spectacular party and, now that corona measures in Thailand have been relaxed, visitors can shop again to their heart’s content.
overview © Ketsiree Wongwan
在宝格丽新店的外观设计中，MVRDV不断思考，将现代气息注入经典形象。这家已有一个多世纪历史的意大利品牌作为魅力与创造力的代表，诠释着罗马艺术的永恒之美。以“传承”为出发点，MVRDV的设计从宝格丽在罗马的第一家店铺中汲取灵感。这家1905年落成的店铺坐落在Via dei Condotti街，最大的特征便是醒目而独特的飞檐。MVRDV将这种飞檐应用在宝格丽曼谷旗舰店的设计中，通过不同组合方式的探索，融入了非对称图案和创新材料。
MVRDV was tasked with rethinking the façade designs for new Bvlgari stores, adding a contemporary touch to their classic image. The Italian brand has stood for glamour and creativity for more than a century, inspired by the timeless beauty of Roman art. Taking this heritage as a starting point, MVRDV’s designs took inspiration from the portals and distinctive cornices on Bvlgari’s very first store in Rome, located on Via dei Condotti since 1905. The form of this cornice became the motif that MVRDV developed as a common thread across the Bvlgari façades, deployed in a variety of combinations that allowed MVRDV to experiment with asymmetric patterns and innovative materials.
view of the store from the upper level © Ketsiree Wongwan
the eye-catching cornice design © Ketsiree Wongwan
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 Bvlgari store.
the escalators ending in front of the Bvlgari store © Ketsiree Wongwan
不同颜色和透明度的窗与内部功能相适应。商店一层的展示橱窗完全透明，楼上的两层则策略性地安插了不透明玻璃，以保证VIP房间的私密性。柔和的灯光笼罩着橱窗，展示出产品的魅力，也突出了宝格丽的品牌标志。MVRDV的创始人Jacob van Rijs介绍说，“设计将罗马的生活气息带入曼谷。我们和宝格丽合作的几个项目都在同时进行，设计中均采用了天然石材、有色玻璃、铜、金等高质量的基础材料。这些商店显示出了与众不同的本土特征，并拥有独一无二的宝格丽品牌标志。”
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 Bvlgari’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 Bvlgari 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 Bvlgari signature.”
the use of glass and brass © Ketsiree Wongwan
the windows tailored to the functions behind © Ketsiree Wongwan
The first Bvlgari 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 Bvlgari which translated the well-known ‘Serpenti’ scale motif into a vaulted mirrored room.
details © Ketsiree Wongwan
Project Name: Bvlgari Bangkok
Location: Bangkok, Thailand
Size and Programme: 234m2 Façade
Founding Partner in charge: Jacob van Rijs
Partner: Fokke Moerel
Design and Material Development Team: Aser Giménez Ortega, Simone Costa
Construction Phase Team: Aser Giménez Ortega, Simone Costa
Concept Design Team: Aser Giménez Ortega, Elien Deceuninck, Rico van de Gevel, Junxiang Zhang Images: © Ketsiree Wongwan
Copyright: MVRDV 2020 – (Winy Maas, Jacob van Rijs, Nathalie de Vries, Frans de Witte, Fokke Moerel, Wenchian Shi, Jan Knikker)
Contractor: Redwood Interior PTE LTD
Structural research: ABT bv – E.H.J. ten Brincke