Bulgari Shanghai by MVRDV

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Appreciation towards MVRDV for providing the following description:

位于上海南京西路的恒隆广场是上海最大且最受欢迎的购物中心之一，也是意大利百年奢侈品品牌宝格丽中国旗舰店的所在地。MVRDV通过黄铜和回收玻璃为宝格丽恒隆广场店带来了翡翠般的碧绿色立面。设计灵感融合了宝格丽罗马首家旗舰店的设计元素，以及上海独特的装饰艺术建筑风格，在创新性和可持续性的策略中，MVRDV的设计高度尊重了宝格丽的品牌基因和上海的历史传统。

Located at Shanghai Plaza 66 – one of the largest and most popular shopping malls in Shanghai – the new Bulgari Shanghai flagship store features a green, jade-like façade made from brass and recycled champagne, beer, and other glass bottles. Inspired by a medley of influences, from the original Bulgari store in Rome to Shanghai’s unique Art Deco architecture, the project is innovative and sustainable, yet remains true to the heritage of both Bulgari and Shanghai.

▼视频，Video © 宝格丽 Bulgari

位于上海恒隆广场的宝格丽中国旗舰店是 MVRDV 与这一百年意大利奢侈珠宝品牌的第三次合作。与MVRDV之前设计的吉隆坡和曼谷宝格丽店立面一脉相承，上海宝格丽立面的设计灵感源自宝格丽在罗马康多提大道 (Via dei Condotti) 首家旗舰店的标志性门头与檐口，采用具有高识别度的视觉形象，使得宝格丽上海恒隆店能够在全球宝格丽店铺中脱颖而出。

Bulgari Shanghai is the third flagship store façade in MVRDV’s ongoing partnership with the luxury Italian jewellery brand. Like the previous designs, the Shanghai project makes use of a visual motif inspired by the portals and cornices of Bulgari’s first original boutique on Rome’s Via dei Condotti, adopting the recognisable visual identity that now distinguishes their stores worldwide.

▼项目概览，Preview © 宝格丽 Bulgari

然而，鉴于上海恒隆店大面积的外墙处于相对封闭的状态，标志性元素并未用于立面的开窗，MVRDV将宝格丽特色的檐口图案转化为立面的分层面板，形成装饰艺术风格的图案。装饰艺术是上海和宝格丽共有的一个特点：20 世纪初的上海是中国连接东西方的重要港口城市，此间遗留下大量的装饰艺术派建筑；而宝格丽也在同时期发布了装饰艺术风格的“DECO”系列珠宝。

However, in a twist on the previous designs, this motif is not used to form windows in the façade. Instead, the Shanghai façade is mostly windowless, and the cornice motif is employed in layered panels that form an Art-Deco-inspired pattern. Art Deco is a theme that Shanghai and Bulgari have in common: the Chinese city’s status as a key port connecting East and West in the early 20th century gave it a rich tradition in this architectural style, while Bulgari’s Déco collection characterised its jewellery in the same period.

▼立面：装饰艺术风格的图案 © 宝格丽 Bulgari
Facade: Art-Deco-inspired pattern

外墙面板模仿翡翠的材质，跨文化的意象以层层叠加的方式凝练出丰富的肌理；装饰艺术风格的建筑因此被赋予玉石般晶莹澄澈的质地，融合了东西方文化的精华。金色黄铜饰边为外墙的雅致增添一笔华色。

To close this circle of inspiration, the façade takes on the materiality of fine jewellery with panels that resemble China’s most precious stone, Jade. The result is a complex design, with layer upon layer of cross-cultural references; Art Deco architecture with a jewellery-like quality, combining the best of Eastern and Western culture. The gold-coloured brass trim gives the façade an appearance like jade jewellery.

▼层层叠加的仿翡翠质地与金色黄铜 © 宝格丽 Bulgari
Layers of jade texture and golden brass

外墙面板由绿色玻璃压制而成，形成半透明的独特效果。晚上，面板背后的灯光开启，店铺立面由内而外散发出翡翠般的光辉，突出了玻璃本身的肌理。所有的面板都来自回收再利用的绿色玻璃，由位于德国的马格纳 (Magna) 玻璃工厂生产。这个项目展示了回收材料的使用潜力，即使在奢侈品领域也是如此。MVRDV和宝格丽共同期待未来能够实现100%循环材料打造的店铺，而上海恒隆店的落成无疑朝着这个愿景迈出了重要一步。同时，背光的设计能够最大程度减少外墙的能源足迹，比传统外墙灯光消耗的能源减少了一半以上。

The panels are made of compressed green glass, a unique material effect that creates a translucent finish. At night, a backlight behind the panels gives the façade a striking glow, highlighting the unique textural quality of the glass. The glass is completely recycled, produced at the Magna factory in Teutschenthal, Germany, which specialises in glass treatment. The project demonstrates the potential of sustainable recycled materials, even in luxury contexts, and takes one step towards MVRDV and Bulgari’s goal of store designs that are built using 100% circular economy materials. Meanwhile the backlight is engineered to minimise the façade’s energy footprint, using less than half the energy of a typical comparable installation.

▼立面夜景，Facade by night © 宝格丽 Bulgari

▼玻璃面板发出翡翠般的光辉，The glass panel glows like jadeite © 宝格丽 Bulgari

“在MVRDV与宝格丽的合作中，发生了一些有趣的材料实验，”MVRDV创始合伙人Jacob van Rijs 说，“这是我们共同的热情，尽管是不同的设计领域。上海恒隆店体现了这些实验的价值：一旦经过正确的处理和细节打磨，原本会被扔掉的玻璃瓶将化身成为城市风景里的一枚玉石。”

“Our collaboration with Bulgari has yielded some fascinating material experiments,” says MVRDV founding partner Jacob van Rijs. “It’s a passion we share with them, albeit in different design disciplines. The Shanghai store encapsulates the value of these experiments: given the right treatment and detailing, leftover champagne bottles, which would otherwise be thrown away, become a jewel for the city.”

▼材质细部，Detail © 宝格丽 Bulgari

宝格丽上海恒隆店的立面，是MVRDV为这一意大利奢侈品品牌设计的第三家店铺立面：2018 年揭幕的宝格丽吉隆坡店采用以大理石为灵感的外墙，其中渗透出金色的光芒。为了实现这种效果，MVRDV采用以金色树脂为纹理的玻璃纤维增强混凝土和琥珀色 LED 灯照明。2020年，宝格丽曼谷旗舰店开业，MVRDV同样在店铺立面上用黄铜元素致敬了罗马首家旗舰店的独特檐口图案，并与不同透明度的玻璃结合、呈现出金碧辉煌的效果。每个开窗的边框都设置了巧妙了照明，烘托出店铺内陈列的产品和有着宝格丽标志性藏红花色的橱窗背景。

Bulgari Shanghai is the third shopfront MVRDV designed for the Italian brand: in 2018 Bulgari Kuala Lumpur opened with a marble-inspired façade illuminated by veins of gold light. For this effect, glass-reinforced concrete was cut according to the cornice pattern, filled with resin, and illuminated by amber LED Lights. This was followed by the opening of Bulgari Bangkok in 2020, where the cornice pattern was created in brass and combined with different types of glass to give a striking jewel-like effect. Subtle lighting in each window highlights the store’s products in Bulgari’s signature saffron colour.

▼制作过程，Process © 宝格丽 Bulgari

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