The Legendary Blue Box | Newbridge Silverware

INTRODUCING “THE MAGIC OF THE LEGENDARY BLUE BOX”

Following the phenomenal success of his dance video collaboration with Newbridge Silverware, Arthur Gourounlian returns in a spectacular new campaign, The Magic of the Legendary Blue Box. This captivating follow-up sees Arthur step inside our most iconic symbol, the Newbridge Silverware Blue Box - and become the magic itself. Set within the enchanting Museum of Style Icons, the campaign brings to life the wonder and excitement of gifting, where every box holds more than a beautiful piece, it holds a moment of pure delight.

BEHIND THE MAGIC OF THE LEGENDARY BLUE BOX

Bringing The Magic of the Legendary Blue Box to life was a true creative collaboration. The production and design teams, together with the talented staff of Newbridge Silverware, came together to design and build the enchanting set and handcrafted blue boxes that form the heart of the campaign.

Arthur Gourounlian’s captivating choreography was brought to life through the inspired vision of the Newbridge Silverware creative team with videographer and director Ovie Etseyatse and his team, who also selected and edited the music to perfectly capture the rhythm and emotion of the piece.

The magic was beautifully captured in stills by photographer Evan Doherty, while Daragh O’Neill documented the behind-the-scenes moments, offering a glimpse into the creativity, energy, and teamwork that made it all possible.

Adding to the spectacle, stylist Irene O’Brien and hair and makeup artist Ciara Burke worked their own magic, crafting Arthur’s signature look with flair and personality.

The result is a one-minute cinematic celebration of artistry, collaboration, and the timeless magic found at the heart of every Newbridge Silverware gift.

CELEBRATING THE MAGIC

We were delighted to celebrate The Magic of the Legendary Blue Box with the launch of our new campaign video during our Retailer Appreciation Week.

The event marked a special moment, honouring the valued relationships we’ve built with our dedicated retailers while unveiling a campaign that captures the true spirit of Newbridge Silverware.

The Magic of the Legendary Blue Box celebrates the wonder of gifting, the excitement of discovery, and the joy that comes beautifully wrapped in every one of our iconic blue boxes. Sharing this launch with our retail partners made it all the more meaningful — a perfect blend of appreciation, creativity, and celebration.