Article

Maize, a JAKALA Company, Takes Center Stage at BEA Awards with Bulgari's "The Sinuous Overture"

3 min read

Published on December 13, 2023

Fashion Luxury & Design
Maize, a JAKALA Company, Takes Center Stage at BEA Awards with Bulgari's "The Sinuous Overture"

Maize, a key player in the realm of innovative brand experiences

Maize, a strategic design and creative powerhouse under the JAKALA umbrella, earns international recognition for its contribution in bringing Bulgari's iconic Serpenti to life through the creation of an immersive brand experience, "The Sinuous Overture". 

Commissioned as part of the Serpenti Factory's global celebration, Maize took on the challenge of crafting an innovative and captivating brand experience that would embody the essence of the Serpenti icon and its 75 years of storytelling. 

The creative journey began with a deep dive into Bulgari's rich heritage, high jewellery, and the distinctive forms of the viper

The result is "The Sinuous Overture," more than an exhibition;  the experience a dynamic choreography of micro and macro details, responding organically to the gestures of its captivated audience. 

At the prestigious 2023 BEA Italia and BEA World Awards, Maize garnered significant recognition, clinching three gold awards and one silver. This triumph solidifies Maize as a key player in the realm of innovative brand experiences

Beyond the awards, "The Sinuous Overture" became a global sensation, attracting over 150,000 visitors worldwide. The experience ventured beyond the exhibition halls, embarking on a roadshow across Shanghai, Seoul, Milan, and Tokyo, engaging audiences with over 500,000 interactions. 

The success of Maize's creative endeavour lies not only in its ability to showcase the intricacies of Bulgari's products but also in its commitment to pushing the boundaries of conventional brand experiences using interactive technology. "The Sinuous Overture" is more than an installation; it's a captivating journey that enraptures audiences, providing a fresh and unique perspective on Bulgari's timeless products. 

As you explore the immersive beauty of "The Sinuous Overture," you'll discover the result of Maize's dedication to innovation, talent, and the creation of unforgettable brand experiences. 

For more, visit Maize's website. 

 

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