168 New Bond Street
You’ll find the best of luxury from around the globe on New Bond Street and the Bulgari store is no exception. The fine jewellery brand fits perfectly among the grand row of shops, adding sparkle and Italian flair.
The store acts as a celebration of Bulgari’s history, which dates back to 1884, and its essence, expertly designed by Peter Marino.
Swathes of marble envelope the two-storey space and the Condotti star, the brand’s emblem and a signifier of cosmic order, greets you as you walk up to the sunken doorway, an exact replica of the brand’s Rome boutique on Via dei Condotti from the 1930s. The star is also widely taken to mean ‘all roads lead to Rome’, a fitting way to start your visit to the store as you enter into their little piece of Italy in London.
For men, watches, cuff links, signet rings, aftershave and the like are presented in the ‘gentleman’s lounge’, its own dedicated area with a traditional feel.
A more feminine approach is taken to the women’s accessories area, which includes sunglasses, purses, and scarves, with brightly coloured velvet furnishings and feather trimmed curtains for vintage glamour. Every inch of the store smells deliciously of their signature scent too.
The piece-de-resistance though, is the VIP area, a tribute to the jewellery house’s biggest fan, Elizabeth Taylor. The famed jewellery lover spent a significant amount of time in their Rome boutique while on the set of Cleopatra, supposedly spending hours with Gianni Bulgari sharing stories and cooing over his dazzling collections. The room is modelled on the very same Roman boutique she visited, alongside images of the star wearing her beloved jewellery, so that you too can put yourself in her very glamorous shoes.
The spirit of Rome, its history, architecture and bold taste, that is recreated through the store is much like the gems themselves which have always been a creative expression of the Italian capital in jewel form.
Address: 168 New Bond Street, London
Phone: 020 7872 9969
Monday: 11:00 – 18:00
Tuesday: 11:00 – 18:00
Wednesday: 11:00 – 18:00
Thursday: 11:00 – 18:00
Friday: 11:00 – 18:00
Saturday: 11:00 – 18:00
Sunday: 12:00 – 17:00