The Art of Well Done
The four Made in Italy gold and jewelry districts at the center of attention in the “Bella Italia” hall at the JCK in Las Vegas. Thanks also to collaboration between the Italian Trade Agency in Houston and VO+ Magazine
There could not have been a more apt context than The Venetian Resort in Las Vegas to host “Bella Italia”, the hall dedicated to the most representative companies of Made in Italy jewelry excellence at JCK. When speaking of Made in Italy, the world of fashion immediately springs to mind, but not everyone knows that an Italian style dress is often accompanied by an item of jewelry that was also designed, shaped and made within Italy’s borders. To convey this complex fact clearly and quickly to the public attending the international trade show, the Italian Trade Agency’s Houston branch commissioned the VO+ Magazine team to set up its Booth. The artistic concept envisaged four distinct thematic areas corresponding to four geographical zones where jewelry districts have traditionally developed. Indeed, from north to south of Italy’s lengthy “boot”, there is a point of reference where the art and creativity of Italian “well done” have elaborated their own specific way of manufacture by focusing on a particular raw material that has now became synonymous with each individual area: gold for Arezzo in Tuscany, diamonds for Vicenza in Veneto, colored stones for Valenza in Piedmont and coral for Torre del Greco and Marcianise in Campania. The installation provided a map that plotted the path of the entire gold and jewelry supply chain: from semi-finished products to finished, semi-precious or high-end jewelry. Offering a common thread that left no room for anything but imagination and all-Italian creativity. At the center of the booth, four artistic installations recreated the raw materials featured in 3D, each one layered into twelve juxtaposed Plexiglas sheets to give a highly striking volumetric effect.