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Date 01.02.2017
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Master in Luxury Brand Management in partnership with Bulgari – September 2018


Luxury brands are experimenting with alternative venues such temporary exhibitions, private museums or art foundations to display their heritage. Exhibitions are helpful in demystifying luxury brands, which by their exclusive nature can be intimidating. Exhibitions help introduce brand history and heritage to new and wider audiences and bring it to the present in engaging ways.

Bulgari, the magnificent and contemporary Roman jeweler, master of colored gems will be the host at the Kremlin in Moscow with a temporary exhibition starting September 2018.

This unique event will illustrate the evolution of the Bulgari style over time, showcase the pioneering vision of a Maison that has always pre-empted trends with one of a kind magnificent creations.  It will convey how jewels are both an expression of social and cultural trends and also a creative endeavor to glorify female beauty and enhance the confidence inherent in the Bulgari women. The exhibition path will also illustrate the different facets a jewel can take in a given context or period.


Candidates will analyze Bulgari brand heritage and identity and identify the key elements which could be relevant and meaningful to attract a younger audience.

They will research inspiring examples of digital and social media campaigns which were ideated to successfully promote exhibitions and cultural marketing events organized by heritage brands, both in the luxury and non-luxury field.

They will ideate and develop two digital campaigns (one for Instagram and one for a digital channel of their choice) Bulgari could implement to attract visitors to the Kremlin exhibition.

The capability to conduct an in-depth Bulgari brand analysis, an insightful research about the Russian millennials and the coherence between the digital marketing proposals and the current Bulgari identity will all be considered fundamental elements for the assessment of the project outcome. The originality and freshness of the proposals will be a plus.


The works must be mailed to Domus Academy by and not later than 6th April 2018.
Candidates will be informed about the results of the competition by e-mail on 4th May 2018.

Entry Delivery

Projects in digital format must be uploaded clicking the button below:


or sent by e-mail to:

Paper works must be sent to:

Domus Academy
Bulgari’s heritage at the Kremlin
Master Program in Luxury Brand Management
Via Carlo Darwin, 20 – 20143 Milan – Italy


  • One scholarship covering 60%of the total tuition fee of the Master Program
  • One scholarship covering 50%of the total tuition fee of the Master Program
  • One scholarship covering 40% of the total tuition fee of the Master Program
  • Two special mentions covering 20% of the total tuition fee of the Master Program


Projects will be selected and evaluated by the Faculty of the Master in Luxury Brand Management Domus Academy, Lucia Boscaini, Bulgari Brand and Heritage Curator Senior Director and Luca Casarotto Romer, Bulgari Brand Heritage Specialist and Domus Academy Admissions Jury.


Download the detailed announcement by clicking the link below: