Bulgari Steps Up Its Cultural Patronage In Italy

The Bulgari company, acquired by LVMH in 2011, confirms its ambition to establish itself as a symbol of Italian culture, jewelry expertise and luxury with this announcement, alongside the opening of a flagship store on the largest luxury shopping street in the Italian fashion capital.

In recent years, Bulgari has sought to support the arts in collaboration with Italian institutions and is committed to promoting the country's historical heritage by acting as a major patron of the arts. This impetus has enabled the brand to boost its identity and define itself as an active player in the Italian cultural landscape. In this regard, Bulgari has announced its support for the Milanese institution Museo del Novecento. In Rome, the brand's original birthplace, Bulgari had already financed the restoration of iconic monuments such as the Baths of Emperor Caracalla and the monumental staircase in Piazza di Spagna.

Regarding the new boutique, Laura Burdese, Deputy General Manager of Bulgari, said: “This flagship goes beyond the function of a store - it is a space for cultural and sensory experiences”. Indeed, the place stands out because it is positioned as a work of art in itself, and as a showcase for the company's excellent craftsmanship and cultural commitment. On three floors, the Italian architect Giuliano Andrea dell'Uva guided the project and designed the space in a neoclassical building from 1835. The interior decoration is reminiscent of the brand's historical codes and symbols: the mosaic floor, reminiscent of Roman baths, or the spiral staircase covered with the motifs of leather Tubogas, a nod to Italian industrial history.

The company has long been well-known in the luxury hotel industry. It now has locations in Europe, Asia and the United Arab Emirates. New hotels are scheduled to open by 2027. As for fine jewelry, 2025, the year of the snake in China, will be a pivotal year for the group, which is stepping up initiatives to showcase the historic Serpenti collection.