Inside the Dream: A film starring a Bulgari necklace

Inside the Dream: Behind the scenes of the creation of a luxury jewel

" Very little is known about what happens before a new jewelry collection is presented, " said Jean-Christophe Babin, chief executive of the Bulgari group. " We think there will be a lot of interest in this film, " he added.

Inside the Dream is set to premiere on September 12, as part of the Toronto International Film Festival . It is scheduled to air at a private screening presented by Bulgari and the festival. The following day, the film will be available on Amazon Prime Video in the United States and other countries.

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Bulgari , which has sponsored other film-related events in the past from Berlin to Shanghai, will be a major sponsor of the Toronto festival for the first time this year. The jewelry house's goal, Babin said, is " to justify our commitment and involvement " in the film world.

Experts consider this strategy interesting. " This rapprochement with this higher level of creation of another artistic discipline is reflected on the brand, to make it shine more, " said Thomaï Serdari. He is a professor of marketing at the Stern School of Business at New York University and director of its Fashion and Luxury department.

The prestige of film festivals is probably part of their appeal. " Bulgari is in the business of glamour and our festival offers a healthy dose of that, " said Cameron Bailey, general manager of the Toronto event.

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Bulgari Magnifica Hypnotic Emerald: a unique emerald necklace

The high jewelry piece featured in the film, the Magnifica Hypnotic Emerald necklace , is certainly red carpet-ready. Its 93.83-carat emerald , as described in the film, was cut from a roughly 4-kilogram stone in Jaipur, India, one of the film’s locations. The twisted snake-like design, Bulgari’s famous Serpenti, was crafted in platinum. It features more than 57 carats of diamonds and 233 emeralds . Bulgari said the emerald necklace sold this year, but declined to disclose its price.

The main stars of the film are this enormous emerald and Lucia Silvestri , the creative director of high jewelry at Bulgari. In addition to Zendaya, other well-known faces, like two of Priyanka Chopra Jonas and Lily Aldridge, also appear.

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“Inside the Dream” was produced by Terminal 9 Studios , an independent French production company. Babin said it approached Bulgari with the idea for the docu-film. “ We didn’t want it to be too technical, so it wouldn’t be too off-putting for people who aren’t into fine jewelry, ” he said. Detailing the steps involved in creating a fine jewelry necklace actually enhances the beauty and understanding of such a piece, Serdari said. In the same way that a card next to an emerald in a museum enhances its understanding.