A docufilm about Bulgari will premiere this year at the Toronto International Film Festival, where Bulgari is the official jewelry partner.
Directed by Matthieu Menu and produced by Terminal9 Studios, In the dream tells the story of the brand and shows the inner workings of the high jewelery maison that was founded in Rome in 1884. The film details the creative process behind how the jewelry collections are created and produced, how gemstones are selected and how select pieces end up as part of red carpet looks.
After debuting at TIFF, In the dream will be available on Prime Video in approximately 100 countries starting September 13.
“We opened the doors for the first time to showcase the creation of one-of-a-kind jewels throughout the creative process, from the sketch to the gem investigation, and ending with the approval of celebrities on the red carpet before arriving at the boutique. It was like telling a wonderful journey,” Bulgari CEO Jean-Christophe Babin said in a statement: The Hollywood Reporter.
In particular, this journey follows Lucia Silvestri, Bulgari’s Jewelry Creative Director, as she travels through Rome – following the movements of one gem in particular, from raw material to finished product: the Serpenti Hypnotic Emerald Necklace.
“[It] is the main necklace that represents the soul of the High Jewelry Collection,” said Babin. “Lucia recalled a rough emerald she had seen years ago from a partner in Jaipur who had been in their family’s possession for 25 years. They hadn’t found the right design to cut that stone until Lucia showed them the idea of this beautiful necklace. The emerald is perfect, intense in color, fascinating in its inclusions. A 93 carat emerald that has a lot to say of itself.”
The emerald necklace, which Babin describes as “the essence of Bulgari”, as the snake has long been an icon of the brand, is touched by many hands and in turn touches several hands, including Zendaya – she especially dedicated it to the Venice Film Festival in 2021 — Italian digital entrepreneur and fashion icon Chiara Ferragni, BLACKPINK singer Lalisa aka LISA, supermodel Lily Aldridge and Priyanka Chopra Jonas.
“It brings together excellent craftsmanship…an exercise in creativity, design and production for a creation that is meant to last forever and represent the brand in an imaginary bridge between past and future,” said Babin. The docufilm highlights the many human influences each creation benefits from, centering the art of cinema as the inspiration for many of Bulgari’s dazzling centerpieces.
“Cinema divas have always been muses and witnesses to our beautiful creations. The cinema has Bulgari . helped [share] the audacity, creativity and excellence for which the brand is known today,” says Babin. “By being a partner of TIFF, we can continue this beautiful story and, above all, give opportunities to young talents who need to be put in the spotlight.”