Bric’s Brings the Real Dolce Vita to Lake Como

Founded in the Como area in 1952, Bric’s returns to its roots for its new international campaign at Hotel Villa Flori, celebrating its local heritage, the beauty of its territory, slower travel, timeless Italian style and the art of enjoying the journey.

Lake Como has long represented a certain idea of Italian elegance. Now Bric’s is making that connection explicit with its new international campaign, photographed at the historic Hotel Villa Flori on the shores of the lake.

Titled “The Unofficial Travel Guide to Real Dolce Vita,” the campaign presents travel not as a race from one attraction to the next, but as a collection of small moments: arriving at a beautiful hotel, pausing to admire the view, sharing a drink, unpacking slowly and simply enjoying where you are.

It is a vision of the dolce vita that feels less staged and more lived.

Lake Como Sets the Scene

Housed in a 19th-century villa overlooking the water, Hotel Villa Flori provides a natural setting for the campaign. Its lakeside terraces, elegant interiors and surrounding Lebanese cedars create a backdrop that is unmistakably Lake Como without relying on the usual postcard clichés.

Throughout the images, the hotel becomes more than a location. It is part of the journey itself.

Guests move between arrivals, quiet pauses and convivial moments, creating a cinematic but relaxed interpretation of Italian travel. The mood is refined without appearing overly formal: stylish luggage, beautiful surroundings and enough time to appreciate both.

For Bric’s, the choice of Lake Como also brings the campaign close to home. The company was founded in the Como area in 1952, giving the destination a natural connection to the brand’s Italian identity.

The Art of Traveling Well

Different Bric’s collections accompany different moments of the story.

The Bellagio suitcases appear on arrival, bringing the collection’s distinctive retro-inspired elegance to the hotel setting. The Firenze line accompanies quieter moments of relaxation and conversation, while Life and Life Pelle introduce softer textures and a more tactile approach to travel.

The lighter and more versatile X-Collection, meanwhile, represents the freedom of contemporary travel and the ability to move easily from one place to another.

Together, the collections reinforce the central idea behind the campaign: travel style is not simply about what you carry, but how you experience the journey.

A More Authentic Dolce Vita

For international travelers, the phrase dolce vita often conjures images of glamorous hotels, elegant cars and long lunches beside the water.

Bric’s interpretation adds another element: time.

The campaign suggests that the real luxury of travel may be having enough of it to notice where you are. A lake view before breakfast. A conversation on a terrace. The ritual of arriving somewhere new.

Against the backdrop of Hotel Villa Flori and Lake Como, Bric’s presents the dolce vita not simply as an Italian aesthetic, but as a way of traveling: slower, more attentive and decidedly stylish.

About Bric’s

Founded in 1952 in the Como area, Bric’s is an Italian luggage and travel accessories brand known internationally for its combination of craftsmanship, design and functionality. For more than 70 years, the company has developed collections ranging from classic leather travel pieces to contemporary lightweight luggage, while maintaining strong ties to its Italian origins.