© Bulgari, courtesy MVRDV
RETAIL: BULGARI
Jade Jewel in Shanghai When one of the most luxurious jewelry brands
façade its jade look,” said project architect Jacob
on the planet, Bulgari, chose to open a new
van Rijs, founding partner of MVRDV.
3,000-sq.-ft. store in Shanghai, one of the most
The layered panels form an Art-Deco-inspired
fashion-conscious cities in the world, people
pattern enhanced with gold-colored brass trim.
expected a stunning retail result. What they may
The LED backlight, provided by LUCE5, was spe-
not have foreseen, was how eco-conscious the
cially engineered to minimize the façade’s energy
store’s exterior would be as well.
footprint, while creating a stunning glow that
Designed by MVRDV, the store’s façade
highlights the unique textural quality of the glass.
became a statement piece, taking on a jewel-like
“The project demonstrates the potential
quality that resembles Jade, one of China’s most
of recycled materials, even in luxury context,
precious stones. Although the material appears
with integrated energy-efficient LED lighting,
to have great value, it is, in fact, trash, or it
that advances MVRDV and Bulgari’s goal of
would have been. The green panels are made
store designs that are built using 100% circular
from compressed recycled sintered green glass,
economy materials,” said van Rijs. “Here is an
a unique material effect that creates a translu-
example, that given the right treatment and
cent finish.
detailing, leftover champagne and beer bottles,
“The glass is completely recycled, produced at the Magna factory in Teutschenthal, Germany,
which would otherwise be thrown away, become a glowing jewel for the city.”•
which specializes in glass treatment and developed the chemical process that gives the Bulgari
Visit www.luce5.it/en or Circle 234.
ABOVE: Recycled glass bottles create a unique material effect on the facade of the new flagship Bulgari store in Shanghai. At night, LED lights behind the jade-like panels give the Bulgari façade a stunning glow, a distinctive presence on a major Shanghai shopping thoroughfare,
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