Bulgari

Luxurious Discovery: balancing brand elevation with commercial efficiency

Founded in 1884 by Sotirio Bulgari as a single jewellery shop in the capital city of Rome, Bulgari’s name has today become emblematic of Italian excellence. Creating a highly distinctive style that celebrates its rich Roman history, Bulgari is able to blend modernity with classicism.

The key objective was to design a new purchasing paradigm based on magnifying the product and the brand's history. The creative concept illustrates the shift from a transactional website to an immersive premium luxury digital experience, streamlining product purchase information while introducing users to the Maison, delving into its rich history, core values, superior products, and latest news.

Year
- 2022
Red Dot Winner 2024
- E-Commerce Experience
Creative Team
- 1 Creative Director
- 1 Sr. UX/UI
- 2 UX/UI Designers
- 1 Video-maker
Activities
- Creative concept
- UX/UI design
- Prototyping
Online Website
bulgari.com
Soundtrack

Experience Priciples

1. A story worth wearing

A sophisticated and disrupted brand and product storytelling.

GOAL – Leverage a powerful storytelling to enhance the dreamlike brand identity.

2. A bridge between dreams and reality

The right balance between tradition and innovation to bring to life the brand and its products.

GOAL – An immersive and multi-sensory product discovery.

3. An effortless journey

An integrated experience across all brand touchpoints.

GOAL – A seamless omni-channel journey that bridges the online and offline customer experience.

4. An exploration of consumers’ unique desires

An immersive and exclusive experience built around people’s dreams.

GOAL – Hyper-personalization to improve the customer experience.

5. Modular timelessness

Blending design and technology to constantly adapt to customers' ever-changing needs and behaviors.

GOAL – A flexible and scalable solution for a complex ecosystem.

Palette

Primary Palette

Secondary Palette

Accent Brand Palette

Concept keywords - Bold, Energy, Playground

Proprietary Font

Bulgari Capitalis

Bulgari Capitalis is a verbatim reference to the Bulgari Logotype, as it contains all its types: a true logo font.

Bulgari Type

Bulgari Type is the core spirit of Bulgari’s typestyle.

The kit includes six different font weights, optimized to ensure legibility, especially in digital format.

A balanced luxury experience

Interaction

Always with you — Offering key services throughout the purchasing experience in an intuitive and immediate way.
No dead-ends — Seamlessly integrating cross-selling strategies to inspire and guide users throughout the experience.
Cross-channel journeys — Deliver a seamless experience across physical and digital channels.

Information

Immersive storytelling — An editorial approach to content that transforms the site into a cinematic fashion magazine.
Timeless inspiration — A narration of the brand's sustainable commitment that strengthen s its brand positioning.
A consistent tone of voice — A sophisticated tone of voice that conveys the brand's elegance and fine craftmanship.

Emotion

Unexpected content — Full-screen videos and dramatic imagery immerse customers in the brand's narrative.
Creative connection — An immersive and engaging narration of brand values that creates a strong connection between the brand and its audiences.
Timeless craftsmanship — An emphasis on craftsmanship and product quality strengthens the brand's heritage and unique proposition.

Homepage

Hero video & stories

Tailored to immerse the user in a charming Bulgari experience, the hero banner can present content related to the brand's heritage, its history, life-style content in the form of a video or single image.

Product Discovery

Sections designed to

draw attention to the attractiveness of the products
make the digital experience as engaging as the physical one
highlight products and categories, in order to increase CRO.

Gift Guide

Immersive experience to discover the perfect gift for loved ones.

The gift guide facilitates customers in choosing the perfect gift through an immersive experience of simple questions that based on the answers leads to an immersive version of the store where you can choose from a selection range of recommended products.

Beyond the product

Sustainability - An important statement and commitment.
Heritage - Iconic women, such as Monica Vitti, will remind audiences of Bulgari's heritage and long-standing relevance.
Services - Module that allows clients to book an exclusive experience in store.

Listing Page

Navigation & Filters - Minimal and pleasant elements guide the user through Bulgari’s product list.
Unconventional grids - Playing with grids and proportions makes the listing page more appealing with the possibility of spotlighting some core products.