BVLGARI Case Study
BVLGARI: 130 Years of Masterpieces
BVLGARI put out a Request for a Proposal in Spring 2014 in anticipation of its upcoming Houston retrospective – BVLGARI: 130 Years of Masterpieces – taking place at Houston Museum of Natural Science and featuring more than 150 sizable pieces of jewelry from the company’s Heritage Collection, including masterpieces from the historical archives at company headquarters in Rome or on loan from private collections. The exclusive retrospective marked the first time the storied jeweler had showcased pieces representing every period since its Roman beginnings in 1884, making BVLGARI: 130 Years of Masterpieces a once-in-a-lifetime event.
OtMC was retained to manage local, regional, and national media relations for the retrospective as well as the company’s newly remodeled Galleria store, which would open concurrently with the museum exhibition in a strategic move to increase the company’s brand presence in the city’s increasingly competitive luxury landscape.
The exhibit opened with an invitation-only black tie gala at Houston Museum of Natural Science that would set the stage for one of the most successful jewelry exhibits in Houston history. Guests at the red carpet gala included BVLGARI Vice-Chairman Nicola Bulgari with daughter Veronica Bulgari, Brand Ambassador Naomi Watts, and Houston Texans megastar J.J. Watt in addition to a potent mix of philanthropic powerhouses, arts supporters, and social swells.
The glittering opening night event generated an inordinate amount of social coverage in every major editorial outlet Houston, helping drive huge crowds to the retrospective – which itself would be covered in a barrage of high profile placements throughout its 5-month museum run, including simultaneous front page feature stories in the Houston Chronicle and The Wall Street Journal ARENA section as well as extensive coverage in all the Houston glossies as well as features in WWD, Town & Country, Robb Report, Condé Nast Traveler, DuJour, PAPER and VOGUE México y Latinamérica magazines.
BLVGARI: 130 Years of Masterpieces at Houston Museum of Natural Science
https://vimeo.com/98982391 (Password: "HMNS" in all caps)