Bulgari opens new flagship boutique in Beverly Hills

Bulgari has opened a new flagship boutique on Beverly Hills’ Rodeo Drive, relocating from its previous location just a few doors down.

Spanning over 5,000 square feet, the store debuts a modern design concept that blends Bulgari’s signature innovation with architectural details inspired by Los Angeles’ fashion history and Hollywood prestige.

“Los Angeles has long been a source of inspiration for Bulgari, a place where cinematic glamour meets bold creativity,” said Hervé Perrot, president of Bulgari North America. “We are thrilled to welcome our clients to experience a renewed expression of our Roman heritage in this extraordinary city.”

The boutique’s exterior façade is composed of handcrafted glass that reflects the California sunlight. Inspired by Bulgari’s Fifth Avenue store, the design incorporates a mesh motif inspired by the clasp of a Bulgari heritage bracelet from the 1930s. The motif, known as the “Rosetta”, is reproduced on the façade with 1,100 Rosettas.  

Inside, the boutique connects past and present through an interior defined by the interplay of tradition and innovation. Travertine columns and fluted walls recall ancient Roman colonnades, grounding the space in the brand’s historic roots. 

Other design touches include a handmade Gypsum Serpenti detail symbolizing eternity, rebirth, and wisdom, alongside Bulgari’s signature eight-pointed star on the ceiling on the main; a grand golden staircase serving as a central architectural statement; and a scenographic staircase curtain made of more than 1,400 glass elements. 

The multi-level boutique houses the brand’s collection of High Jewelry on the Mezzanine, followed by fine jewelry, watches, perfume and handbags on the main floor. The store also houses a salon to entertain clients, as well as a rooftop terrace.