Reviving Tradition Through Modern Design:New Power of Creative Industry

Amelia Rachim

Romeo Gigli

Rifat Ozbek

John Galliano & D I O R

HOW?

S e m a

r

Traditional jewels Cultural Identity Modern jewels

giovane matura

rurale

urbano

st i le

etnicocommerciale

prestigiop r o d u c t p o s i ti o n

t a r g e t m a r k e t

CHARACTER = POWER

CHARACTER

DESIGN

STRENGTHIDENTITY/

ICON

BRANDING

TECHNIQUE + IDEA

BULGARI SERPENTI BRACELET•TUBOGAS TECHNIQUE

•ICONIC SHAPE

Bulgari serpenti 1975

Revolution Bulgari serpenti

Elizabeth Taylor polpularized Bulgari serpent in the epic film Cleopatra , 1962

Revolution Bulgari serpent

RICH CULTURE = UNLIMITED POWER

Sumatra

Borneo - Dayak

Celebes - Toraja

West Papua

Java + Bali