Naomi Campbell, Dakota Johnson, Paris Jackson and more celebrate the launch of the Bulgari Studio Tubogas collection

New York Fashion Week officially begins Friday, but for Roman jeweler Bulgari, the party has already begun. On Wednesday evening, the company visited Williamsburg, Brooklyn, where it opened its Bulgari Studio platform, showing off new items from its flagship Tubogas collection.

Following its debut in Seoul, New York marks the next chapter for the platform, which aims to bring together talented artists from across disciplines and fields for collaborative projects that aim to refresh the narrative of the Italian jeweler’s iconic collections.

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“New York is the perfect place,” said Laura Burdese, recently appointed deputy general manager of Bulgari, adding that Seoul is a vibrant, modern and contemporary city in the East, and New York is the same in the West. “It (New York) is the perfect place to give our guests a unique experience.”

Partygoers including Naomi Campbell, Dakota Johnson, Paris Jackson, Damson Idris, Monica Barbaro and Olivia Culpo gathered under the huge, curved skylight windows of the recently opened Refinery at Domino, overlooking the Brooklyn waterfront.

“It’s a very contemporary location that combines the past, present and future,” Burdese said, adding that the vibe is exactly in line with what Bulgari is all about. “The location was built in 1884, the same time we (Bulgari) were born, so it really has the same value,” she said. “But at the same time it’s been rebuilt and reborn. That concept of eternal rebirth is Bulgari.”

The latest creations from the Bulgari Tubogas collection at the Bulgari Studio NYC event.

Tubogas is steeped in the brand’s history, thanks to early Serpenti watch creations in the 1940s. The latest 16 additions continue to expand the conversation, playing with yellow gold, a three-gold iteration and diamond-studded creations, each displayed in striking display cases around the room. The new creations take the signature material and “bring it to life in a very modern and contemporary way,” Burdese said.

The event used a mix of artists to reimagine the collection through their disciplines. Interdisciplinary artist Antoni Tudisco, who has joined the platform since its first iteration, created the digital campaign using his signature surrealist style and a fusion of digital art. Known for his boundary-pushing artwork and lighting designs, Berlin-based artist and lighting designer Christopher Bauder and his team at Kinetic Lights transformed the ceiling of the space with a kinetic light sculpture consisting of 252 moving lights that created dynamic shapes and patterns, casting a warm glow around the space after sunset.

“They love the brand,” the deputy CEO said of the various artists. “Some have worked with us in the past and were very excited to co-create something new, inspired by the artistic side and the heritage and modernity of the new Bulgari collection.”

The evening featured a trio of modern dancers performing choreography by Isabella Boyleston, and DJs Nancy Whang and Myles Hendrik, all set to Masego’s piano playing. “(The artists aim) to make the audience feel something different emotionally tonight,” Burdese said.

Bulgari Studio lives on. Considered a long-term platform, it will evolve as the journey goes on, Burdese explained. “It’s a never-ending kind of concept. We want to continue to create and collaborate with these different artists in different ways and in different forms of art. So I would say it’s limitless.”

Photo gallery: Dakota Johnson, Naomi Campbell, Paris Jackson and more celebrate Bulgari’s Tubogas collection

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