The thing is, BVLGARI – or any high-end brand, really – is walking a tightrope. They want that *wow* factor when you open the box. That whole “unboxing experience” thing is HUGE these days. But they also gotta keep things on the down-low. Think about it: a bright, shiny box screaming “EXPENSIVE JEWELRY INSIDE!” is basically an invitation for porch pirates. And nobody wants their precious Serpenti bracelet ending up on eBay before they even get to wear it.
So, how do they do it? Well, from what I’m gathering (thanks, Google!), it’s all about balance. Like, CRP seems to be involved, or maybe was? With BVLGARI’s fragrance valet box, which sounds like a practice run for jewelry. Using a more subdued outer box, maybe even plain brown cardboard. You know, the kind that screams “boring” rather than “bling.” I kinda like that. Subversion is key, am I right?
But then, *inside* that plain box… BAM! Luxury. Velvet lining, maybe. That signature BVLGARI red. The works. It’s like a secret party only you get invited to.
I saw something about Corrente Studio designing hand-wrapped e-commerce packaging, too. Which makes me think they put a LOT of thought into this. It’s not just slapping something in a box. It’s *curating* an experience. It’s like, “Okay, we’ll keep the outside safe and boring, but the *inside* is gonna be pure BVLGARI magic.” Kinda clever, actually.
