宝格丽换帅与文化跃迁 Bulgari Leadership Shift & Cultural Leap
从珠宝商到文化策展人
2026年7月1日，LVMH集团正式任命Laura Burdese为宝格丽首席执行官，接替执掌品牌12年的Jean-Christophe Babin。这一人事变动被业界解读为LVMH对宝格丽文化战略的全面加码。Burdese此前担任副首席执行官，是品牌"从珠宝延伸至生活方式"转型的核心操盘手，主导了宝格丽酒店、香水与艺术联名业务的高速增长。
在Babin任期的最后阶段，宝格丽正式签约成为威尼斯国际艺术双年展2026年至2030年的独家合作伙伴——这是双年展历史上首次与奢侈珠宝品牌签订长达五年的合作契约。在绿园城堡展馆和圣马可国家图书馆，三位女性艺术家分别用感光底片、机械装置与陶瓷碎片，回应"时间"这一母题，将珠宝工艺与当代艺术进行了跨越两千年的对话。
经典系列再版与战略信号
Burdese上任仅三周，宝格丽就在LVMH腕表周上重新演绎了Monete与Tubogas两大经典系列。Monete系列自1960年代起就将古罗马钱币嵌入表盘，而Tubogas以弹性金属软管工艺著称。这两款作品的再版被视作向品牌珍稀工艺的致敬，也是Burdese"传承与创新并重"策略的首次公开亮相。与此同时，B.zero1系列从单一戒指扩展到完整的珠宝线，覆盖手镯、耳环、项链，形成全品类造型链，成为品牌2026年曝光率最高的系列。
LVMH集团财报显示，珠宝部门贡献同比增长12%，印证了宝格丽在奢侈品集团中的核心地位。新CEO的履新意味着品牌将继续深化"匠艺创想"理念，在珠宝设计与艺术文化的交汇处开拓新的叙事空间。对于盛艺祥而言，这种从产品到文化叙事的品牌升级路径，为珠宝包装设计领域提供了重要启示：优秀的珠宝包装设计不仅是功能性的保护与陈列，更应当成为品牌文化叙事的延伸载体。
从灵蛇图腾到古罗马钱币，从威尼斯双年展到上海万花绮镜特展，宝格丽正在用文化策展的方式重新定义珠宝品牌的价值边界。在这个背景下，首饰盒设计、珠宝陈列道具等配套产业也需要同步升级，以匹配高端珠宝品牌日益提升的文化表达需求。
本文由盛艺祥原创发布，21年专注于珠宝盒、手表陈列、首饰陈列道具、珠宝包装生产及设计领域。
From Jeweler to Cultural Curator
On July 1, 2026, LVMH officially appointed Laura Burdese as CEO of Bulgari, succeeding Jean-Christophe Babin after 12 years of leadership. This transition signals LVMH's intensified commitment to Bulgari's cultural strategy. Burdese, previously Deputy CEO, was the key architect behind the brand's expansion from jewelry into lifestyle, driving rapid growth in Bulgari hotels, fragrances, and artistic collaborations.
In Babin's final phase, Bulgari became the exclusive partner of the Venice Art Biennale from 2026 to 2030 — the first five-year partnership between the Biennale and a luxury jewelry brand. Three female artists responded to the theme of "time" using photographic film, mechanical installations, and ceramic fragments, creating a cross-millennial dialogue between jewelry craftsmanship and contemporary art.
Classic Series Revival & Strategic Signals
Just three weeks into her tenure, Burdese oversaw the reissue of the Monete and Tubogas collections at LVMH Watch Week. Monete has incorporated ancient Roman coins into watch dials since the 1960s, while Tubogas is renowned for its flexible metal tube technique. These revivals honor the brand's rare craftsmanship and mark the first public expression of Burdese's "heritage and innovation" strategy. Meanwhile, the B.zero1 collection expanded from rings to a complete jewelry line covering bracelets, earrings, and necklaces, becoming the brand's most visible collection in 2026.
LVMH financial reports show the jewelry division contributed 12% year-over-year growth, confirming Bulgari's core position within the luxury group. The new CEO's appointment signals continued investment in the "artsmanship" philosophy, exploring new narratives at the intersection of jewelry design and artistic culture. For the broader jewelry packaging industry, this brand evolution from product to cultural storytelling offers a critical insight: superior jewelry packaging design must serve as an extension of brand cultural narrative, not merely functional protection.
This article is originally published by Shengyixiang, with 21 years of dedication to jewelry box, watch display, jewelry display props, and jewelry packaging production and design.