In 2023, Bulgari celebrated the 75th anniversary of its iconic Serpenti collection alongside the opening of its largest store in Latin America, at Shopping Cidade Jardim.

IARA collaborated with technology insights and creative partners, working alongside the Bulgari team to implement cutting-edge digital experiences. As part of this process, we introduced Gabriel Massan as the artist to lead the digital activation in Brazil, aligning with Bulgari’s global initiatives with renowned artists.

For the store, we contributed to the integration of holographic displays showcasing historical Bulgari pieces, and for the grand celebration, we supported the development of an AI-driven sensory experience, blending heritage with technological innovation.