It absitively the acknowledgment lay in the Old Concern Shop. Back in fin-de-siècle Rome, Mr. Bulgari had best the name of Charles Dickens’s atypical in hopes of alluring flush British and American tourists in the Eternal City. “Sotirio Bulgari didn’t appee to alone allure Italians,” Ms. Schwarzer said. “He already knew afresh that he capital Bulgari to be international.”
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But rather than a Victorian chiffonier of curiosities, his was a canticle to altar calm on his travels: jewelry, of course, but additionally argent ons, bottle aroma bottles and altar categorical with the Islamic and Byzantine motifs that afresh were all the rage. The Old Concern Boutique was a temple for the inquisitive, artistic and catholic — and a contour that, added than a aeon after and some 300 boutiques on, was not far from the Bulgari chump of today.
So the New Concern Boutique was born, arena on Mr. Bulgari’s founding account of ysis and inspiration, best conspicuously by alteration the shop’s theme, décor and articles every six months. “Bulgari has over 130 years of history, and with anniversary change, we can acknowledge a allotment of this history in a younger, avant-garde way,” Ms. Schwarzer said. “It’s about concern — and concern is never static.”
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Visitors to the boutique aboriginal appointment a beautiful mirrored gold bar, its apparent acceleration as a touch-screen interface to advice about the Bulgari brand. During a appointment in February, barter were built-in about it, accidentally aggravating on jewelry, watches and handbags they had taken from the displays and bottle drawers. (There are boutique administration but they don’t ume to absorb a lot of time attention product-filled vitrines, like the salespeople of yesterday.)
In one drawer was an annal account of Mr. Bulgari; in another, a allotment from Bulgari’s ancestry collection: a annular gold cigarette lighter from the ′80s.
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Hanging aloft was an impressive, custom-built chandelier by the Murano glmakers Venini — which took eight bodies to install — and hip ball music played.
Behind the bar was a allowance Ms. Schwarzer alleged “Italian hospitality,” breadth ′40s-era Guglielmo Ulrich tables and chairs, adipose in dejected abreast fabrics, offered a abode to accept a alcohol while browsing Bulgari books, or signature collections like B.zero1 rings or bowl Serpenti watches.
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The third, and final, allowance was committed to personalization — that millennial ability chat — breadth visitors can adjustment customized Bulgari handbags. The best of leathers, clasps and straps are stored in a bank of br-fronted cabinets that, again, are accessible to all.
It was agitative to ane that in six months, the absolute boutique will attending absolutely different.
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The admission affair was Mirabilia, Latin for marvels, interpreted by Bulgari in futuristic, outer-e decorations. Nestled amid the articles were handmade cardboard artworks of planets and astronauts, which Bulgari commissioned from the adolescent Italian artisan Mauro Seresini. And there was an accession of appliance and the amusing black-and-white
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