ROME — Hear the name Old Concern Shop, and images of Dickensian England with odd taxidermy and bags of aged bagatelle will acceptable appear to mind.
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But that’s the name that Sotirio Bulgari, architect of the Italian adornment house, chose for the boutique of Mediterranean-inspired altar that he opened in 1905 on Via dei Condotti — a diamond’s bandy from the Spanish Steps here.
“It was one of the aboriginal Bulgari boutiques, and we were afraid that an English name was accounting on the facade,” said Silvia Schwarzer, Bulgari’s chief administrator of autogenous architecture and beheld merchandising. She acicular to one of the few absolute photographs of the store, its name actualization angrily aloft the words Lucerna, St. Moritz Bad and Napoli, all of which were the business’s summer locations, with the aftermost area the Greek-born merchant sojourned briefly afore clearing in the Italian capital.
That achromatic black-and-white angel was the starting point for a new retail abstraction that Bulgari alien in December, and alleged the New Concern Boutique in tribute.
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Last year the 1,075-square-foot retail amplitude adjoining to Bulgari’s flagship at 10 Via dei Condotti became available. The affluence abode had been because means to allure young, tech-savvy millennials — those who are added absorbed in arcade online than visiting a abundance — into the Bulgari world.
[MORE: Bulgari’s audience prove to be the ‘Treasures of Rome’]
Expanding the flagship into what had been an aged adornment boutique didn’t ume to be the appropriate move. “It’s affectionate but not actual welcoming,” Ms. Schwarzer said about the ultraglamorous, Peter Marino-designed e. “As a luxury, high-jewelry brand, we can be a bit intimidating.”
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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.”
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.
Hanging aloft was an impressive, custom-built chandelier by the Murano glmakers Venini — which took eight
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