In 2019, Bulgari and Domus Academy Milano launched the Rome is More Luxury Brand Management Competition, challenging participants to design digital-driven campaign initiatives that would engage new customers through social media while staying true to Bulgari’s heritage and brand identity.

Awarded First Prize, my proposal “Domus: Unlocking the Home of Bulgari” combined in-depth brand research, heritage storytelling, and digital innovation to reimagine how the Maison could invite audiences into its Roman roots.

The campaign strategy featured:

• Immersive storytelling that highlighted Bulgari’s origin in Rome as a living narrative of luxury, artistry, and timeless elegance.

• Digital activations designed to transform social media into a “virtual home” for Bulgari, where audiences could explore history, craftsmanship, and contemporary culture.

• Engagement pathways connecting new customers to the brand through experiential content, interactive campaigns, and localized storytelling.

“Domus: Unlocking the Home of Bulgari” demonstrated how heritage and innovation can intersect to strengthen luxury brand loyalty and expand global reach, while positioning BVLGARI as both timeless and forward-looking.