Housing a Hundred Years of Italian Luxury

The Bulgari Boutique

Via dei Condotti Rome

The Spanish Steps have always intrigued me with their romantic sense. I imagine a spot where lovers take a minute to absorb the presence of one another and visitors are reaching new heights in scenery and senses as they climb to levels of unoccupied serenity. Time seems to stand still for a few short moments if you just stop and allow all the surrounding motions to hold you there. It is one of the few spots in the historical city where you can be among crowds of people yet still get lost in your own heightened space.

Just steps away from my favorite spot in Rome lies a portal to an age old legacy. The flagship Bulgari boutique on via dei Condotti is an ideal stop for those who want to continue their romantic progression. A historical retail space, it has housed precious works of art and hosted infamous declarations of love amid a backdrop of hypnotic en tremblant brooches and tantalizing gem suites.  Pricey tokens of affection were showered upon glamorous Hollywood beauties that became all too entitled to the attention. 

There was something quite unique and exciting about being in the flagship Bulgari boutique in Rome that was opened in 1904. With 290 stores worldwide and the numerous locales that I’ve seen Bulgari products sold, it all seemed to culminate at via dei Condotti, like a queen bee and her colony. It was the origination of an empire and the birthplace of an identity that celebrated the beauty of Greek and Roman Art.

The exterior and entrance of the boutique has an ‘old world’ feel with marble window frames and an aged stucco façade.  Stepping into the store I wasn’t quite sure what to expect. I have seen some pretty spectacular Bulgari boutiques complete with indoor water fountains and two-story ceilings. In contrast, there’s an understated elegance to the via dei Condotti store. Much of it retains a classic appearance with cream colored walls, dark wood display cases and marble walkways. Being in the store felt more like visiting a museum than it did an upscale jewelry and watch store.

Walking through the store was like walking through Bulgari’s timeline. The interior design of the space starts off very traditional with dark curved wood framed entry-ways and display cases and velvet upholstered wing back chairs. It gets progressively more modern as you make your way towards the back of the store where you will find more minimal, lighter and contemporary shelving, cases and décor. 

Some of the rooms in the front of the store are kept very much the way they looked in the early 1900s. I marveled in the idea that Elizabeth Taylor and Richard Burton once visited the space there, occupied a private room and how he must have spoiled her with prizes of unimaginable value. Perhaps she sat on one of the velvet cushioned seats, peered through one of the old wooden glass display cases as Bulgari staff members waited on her hand and foot.

On a recent trip to Rome, Oliver and I were fortunate enough to get a personal tour of this very special Bulgari boutique on the via dei Condotti. We were taken through a large room with bridal jewelry, past display cases with one-of-a-kind gem set pieces, and silver serving platters to the main watch filled gallery. All of Bulgari’s signature watches were present along with some rarer and less seen models such as the ultra elaborate and exquisite Serpenti 7. Unfortunately, I didn’t get a chance to try it on but perhaps one of these days…my luck will change. Thanks to Oliver for all the great photos of the boutique.