Organization: @rvl.space
Host: @petr_ivnv, @vincent_pardieu
Location: Solomeo, Italy
Objective
On June 11, 2025, Brunello Cucinelli and the jewelry house FAIDEE joined forces to introduce VIP guests to an exclusive jewelry collection titled "The Silk Road." The aim of the event was to deeply and emotionally immerse guests in the legendary route, elegantly intertwining Brunello Cucinelli's philosophy with FAIDEE's unique jewelry creations, handcrafted over ten years.
Solution
An immersive journey was created featuring ten thematic locations at the Brunello Cucinelli headquarters in the Italian town of Solomeo. Each jewelry piece embodied a distinct location along the Silk Road, brought to life through art, music, tastes, and storytelling.
Guests, divided into two groups (English- and Russian-speaking), embarked on separate journeys that converged in a spectacular unified finale.
• China: Traditional silk ribbon dance performed by an artist whose hometown marks the historical beginning of the Silk Road. Through riddles, guests discovered earrings inspired by the shape of a Chinese pagoda.
• India: An artist immersed guests in the romance and mystique of the Taj Mahal through sensual dances and fragrances, highlighting the symbolic meaning of the showcased jewelry.
• Samarkand: Presentation in Brunello Cucinelli's private office, where guests enjoyed dried fruits from Uzbekistan while listening to stories about Samarkand's significance on the ancient trade route.
• Mongolia: Guests experienced a unique performance featuring Mongolian throat singing and morin khuur playing, captivating with its authenticity and virtuosity.
• Arabia: Tales of Scheherazade came alive through the voice of an artist presenting the "One Thousand and One Nights" brooch, immersing guests in the enchanting world of ancient Arabic legends.
• Italy: An Italian choir performed soulful a cappella songs, encouraging guests to join in and showcasing the distinctly Italian spirit of the octagonal necklace.
• Egypt: Guests enjoyed an audio spectacle featuring the voice of the goddess Hathor, creating a mystical atmosphere of Ancient Egypt. An art installation symbolizing the Nile invited guests to immerse live lotus flowers in water while making wishes according to ancient tradition.
• Persia: Guests were invited to recite beautiful Persian poetry accompanied by a pianist, creating a sensual, deep, and poetic connection to Persian culture.
• Greece: A harpist skillfully improvised classical melodies while guests tasted exquisite olives. Jewelry inspired by the olive branch underscored the link to ancient Greek culture and the universal symbol of peace.
• Finale at Solomeo Amphitheater: The grand finale took place in the amphitheater, where Bolshoi Theater prima ballerina Anna Tikhomirova performed the legendary role of Carmen. Artists in national costumes ceremonially unveiled their jewelry pieces simultaneously on pillar pedestals, presenting the entire collection accompanied by epic music.
Result: An elegant and emotionally engaging journey intricately woven with art, music, and poetry allowed guests not merely to view the collection but to experience it fully, feeling the depth of each story and the essence of the Silk Road. This immersive event became an authentic aesthetic and emotional revelation, even for the most discerning audience.
On June 11, 2025, Brunello Cucinelli and the jewelry house FAIDEE joined forces to introduce VIP guests to an exclusive jewelry collection titled "The Silk Road." The aim of the event was to deeply and emotionally immerse guests in the legendary route, elegantly intertwining Brunello Cucinelli's philosophy with FAIDEE's unique jewelry creations, handcrafted over ten years.
Solution
An immersive journey was created featuring ten thematic locations at the Brunello Cucinelli headquarters in the Italian town of Solomeo. Each jewelry piece embodied a distinct location along the Silk Road, brought to life through art, music, tastes, and storytelling.
Guests, divided into two groups (English- and Russian-speaking), embarked on separate journeys that converged in a spectacular unified finale.
• China: Traditional silk ribbon dance performed by an artist whose hometown marks the historical beginning of the Silk Road. Through riddles, guests discovered earrings inspired by the shape of a Chinese pagoda.
• India: An artist immersed guests in the romance and mystique of the Taj Mahal through sensual dances and fragrances, highlighting the symbolic meaning of the showcased jewelry.
• Samarkand: Presentation in Brunello Cucinelli's private office, where guests enjoyed dried fruits from Uzbekistan while listening to stories about Samarkand's significance on the ancient trade route.
• Mongolia: Guests experienced a unique performance featuring Mongolian throat singing and morin khuur playing, captivating with its authenticity and virtuosity.
• Arabia: Tales of Scheherazade came alive through the voice of an artist presenting the "One Thousand and One Nights" brooch, immersing guests in the enchanting world of ancient Arabic legends.
• Italy: An Italian choir performed soulful a cappella songs, encouraging guests to join in and showcasing the distinctly Italian spirit of the octagonal necklace.
• Egypt: Guests enjoyed an audio spectacle featuring the voice of the goddess Hathor, creating a mystical atmosphere of Ancient Egypt. An art installation symbolizing the Nile invited guests to immerse live lotus flowers in water while making wishes according to ancient tradition.
• Persia: Guests were invited to recite beautiful Persian poetry accompanied by a pianist, creating a sensual, deep, and poetic connection to Persian culture.
• Greece: A harpist skillfully improvised classical melodies while guests tasted exquisite olives. Jewelry inspired by the olive branch underscored the link to ancient Greek culture and the universal symbol of peace.
• Finale at Solomeo Amphitheater: The grand finale took place in the amphitheater, where Bolshoi Theater prima ballerina Anna Tikhomirova performed the legendary role of Carmen. Artists in national costumes ceremonially unveiled their jewelry pieces simultaneously on pillar pedestals, presenting the entire collection accompanied by epic music.
Result: An elegant and emotionally engaging journey intricately woven with art, music, and poetry allowed guests not merely to view the collection but to experience it fully, feeling the depth of each story and the essence of the Silk Road. This immersive event became an authentic aesthetic and emotional revelation, even for the most discerning audience.
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