Benedetta Bruzziches' pop up, Dubai
Client: Benedetta Bruzziches
Type: Retail
Services: Concept, spatial design, bespoke furniture
Ph: Bloomingdale's
Location: Dubai, Bloomingdale's & Harvey Nichols
THE CLIENT
Benedetta Bruzziches is an Italian luxury maison specialising in jewel bags. Handmade, its creations are worn by celebrities around the world and sold in leading international department stores.
THE CHALLENGE
The brand asked for a circular, interactive pop-up to present its bag collection at Harvey Nichols Dubai. The department store’s guidelines were particularly strict: every element had to fit within a three-metre circle, with a maximum height of 1.2 metres and no back walls, ensuring 360-degree access and clear sightlines to the surrounding departments. There was no power supply in the area, and once the installation ended, the space had to be returned to its original condition.
THE SOLUTION
We conceived a configurable display unit that presents the product on several levels without relying on walls, ensuring full visibility and 360-degree access.
The project draws on the transformable furniture of the 1930s and on Achille Castiglioni’s Basello. From these references came a system of concentric elements, set at different heights and free to rotate around a single pivot: closed, they form a compact geometry; open, they create different configurations, adapting to the space and to the amount of product on display.
MATERIALS AND PALETTE
The structure is made of wood wrapped in chrome-effect adhesive film, visually anchored by a circular peach-pink rug. The reference for the mirrored surfaces is Syrie Maugham, who in the 1930s turned the mirror into a true interior design material.
The chrome allows the display to visually disappear, keeping the product in the foreground, and reflects the light of the bags, a theme particularly close to the brand. It is a direction we had already developed for the Benedetta Bruzziches showroom on Via Manzoni in Milan, and it adds a sense of modernity and freshness.
OUR ROLE
Concept, design, technical drawings and renderings. Production was entrusted to a local contractor and coordinated remotely by the studio. The design phase, including technical drawings and revisions, took two weeks; from brief to opening, one month.
RESULTS
The brand was very satisfied with the project. The unit can be dismantled and easily reconfigured, so it can be reused and adapted for future installations in other locations.
