Chinese and European jewelry traditions in in Bulgari’s artistic practices: the jade factor

Abstract

This article delves into the current trends in artistic practices within the world of haute joaillerie (high jewellery). It specifically focuses on Bulgari's experimentation with their “jade” portal at their flagship boutique in Shanghai. The importance of this study lies in the rapid evolution of artistic practices in haute joaillerie, influenced by the concept of sustainable development. This concept encompasses three dimensions: environmental responsibility, social justice, and corporate governance. Despite extensive research on sustainable development in the creative industries and contemporary art practices, the potential for sustainable artistic expression in haute joaillerie remains largely unexplored. Through the lens of the environmental dimension of sustainable development, this article examines the use of jade-like material (recycled and pressed glass) in the architectural design of Bulgari's flagship store in Shanghai. The imitation of a natural stone, which holds cultural significance in the region, in Bulgari's Shanghai project also highlights the social aspect of sustainable development. Furthermore, the corporate aspect is evident in the “jade” portal, as it reflects Bulgari's heritage as a jewellery house, the significance of this stone in European jewellery, and the brand's Italian aesthetic. By studying the relationship between Bulgari's environmental principles, historical heritage, and the incorporation of local cultural elements in their Shanghai flagship boutique, we can understand the importance of this correlation in translating creative practices into effective mechanisms for the jewellery brand's economic impact on the art market.