Bulgari’s move to a four-storey flagship at 401 Rodeo Drive marks far more than a change of address. It signals the Roman Maison’s renewed confidence in the U.S. luxury market and reshapes the idea of what a fine jewelry boutique can be.
Covering roughly 5,800 square feet, the boutique unfolds as a temple to modern elegance. High jewelry and timepieces rise to the mezzanine, while fine jewelry and handbags anchor the ground floor. Above it all, an exclusive rooftop terrace—the first for Bulgari in North America—elevates the experience even further.
The new space brings the full spectrum of Bulgari’s identity together. Roman architectural codes, artisanal details, and a touch of cinematic California glamour blend to create an atmosphere designed to immerse every visitor.
Design & Atmosphere — Where Antiquity Meets Modernity
The renovation channels Roman grandeur through a clean, contemporary Los Angeles lens. Travertine columns and fluted walls recall the colonnades of ancient Rome, grounding the space in heritage. A handcrafted glass façade—made with more than 1,100 “Rosetta” motifs inspired by a 1930s Bulgari bracelet—bathes the interior in a warm, luminous glow.
Inside, a sweeping staircase steals the scene. Wrapped in a curtain of over 1,400 Murano-crafted glass elements, it pulls the eye upward—a striking link between past and present, tradition and innovation.
The aesthetic strikes a careful balance. Amber tones and Roman stone create warmth and depth, while meticulous craftsmanship and a clean retail layout highlight every collection—from Serpenti and Divas’ Dream to B.Zero1 and Octo—with gallery-like precision.
A New Standard in Luxury Retail
With this flagship, Bulgari sends a clear message: fine jewelry remains a cornerstone of high luxury, even as the broader fashion world shifts. The boutique reflects the brand’s deep confidence in American clients who value craft, heritage, and exceptional design.
For loyal collectors and new visitors alike, the space offers more than a shopping experience. It delivers a sense of ceremony—private salons, dedicated experts, and a refined, understated exclusivity that transforms a visit into a moment.
In this luminous new home, the maison honors its Roman roots while reimagining them for today. The result is a destination that bridges continents, eras, and cultures—right in the heart of Beverly Hills.
