Italian luxury jeweller Bulgari
has opened a new concept store in Via Condotti.
The New Curiosity Shop harks back to the early history of the
maison, when founder Sotirio Bulgari opened The Old Curiosity
Shop in Rome's most fashionable street in 1905 in a nod to the
novel by Charles Dickens.
It tells of the brand's creativity through the display of
extraordinary jewels and accessories.
"During my mandate that started nearly five years ago we have
focused on jewels, the maison's core business, and on the
brand's Roman roots, an implicit influence that under my
direction has become explicit," said French CEO Jean Christophe
Babin during the inauguration of the new store.
On Thursday Babin also attended the presentation of I tesori
di Roma: viaggio nello storico patrimonio di Bulgari (The
treasures of Rome: a journey through Bulgari's historic legacy)
by Vincent Meyland at Villa Madama, which has historic links to
Rome's Dolce Vita era.
The book tells of the film stars that frequented Hollywood on
the Tiber in that period and of the Bulgari jewels that they
wore.
Of the marvellous diamonds that adorned Gina Lollobrigida and
added a touch of charm to the character interpreted by Ingrid
Bergman in the film 'The Visit', chosen by the actress herself
in the Via Condotti store.
The book also describes in detail the passion of the European
aristocracy for extremely fine Bulgari pieces such as the
platinum tiara set with aquamarines belonging to the Infant
Beatrice of Spain.
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