Bulgari brings Rome to Paris with a counter in the Samaritaine department store

By Austin King
August 5, 2022

Visitors will be able to customize their own fragrances from the LVMH-owned brand’s Allegra collection in the newly renovated space

Bulgari, the Italian luxury fashion and beauty brand, brings a touch of Rome to France with its new counter in the Parisian department store Samaritaine.

Visitors will be able to browse Bulgari’s collection of high-end fragrances with a personalized touch, as well as exclusives and bespoke services in a luxurious setting celebrating the brand’s Italian roots.

Aiming to deliver a 360-degree shopping experience, shoppers can create their own personalized scent by adding their choice of Bulgari’s Magnifying Essence to its Allegra fragrances, with advisors on hand to guide them along with a dedicated app .

Shoppers can browse Bulgari’s Allegra and Le Gemme fragrance collections

Also opening a new pop-up presenting Bulgari’s Allegra Maxi Shelley collection, offering a line of silk scarves with patterns inspired by the brand’s Allegra fragrances.

Inspired by the Italian lifestyle, the five fragrances in the collection include Fiori D’Amore, Riva Solare, Dolce Estasi, Fantasia Veneta and Rock ‘N’ Rome.

Shoppers can have their scarves personalized with embroidery, while there will also be bespoke gift-wrapping options for beauty products.

The pop-up features silk scarves inspired by Bulgari’s Allegra fragrances

Paying homage to Bulgari’s Italian heritage, the counter features marble decor throughout, with an illuminated saffron wall designed to evoke a Roman sunset, while its colorful perfume bottles are displayed to invite curiosity and wonder. experimentation.

The Allegra collection by Bulgari will be on offer as well as Le Gemme, which draws its inspiration from precious stones; Rose Goldea Blossom Delight; Omnia; and Bulgari Man.

The remodel follows a string of recent launches and pop-ups in recent months as the LVMH-owned brand seeks to expand its retail footprint.

In June, the company renovated its shops at Turkey’s Istanbul Airport with new decor reflecting its Italian heritage, while in April it unveiled another travel retail pop-up Zurich International Airport, Switzerland, offering its range of premium fragrances to travellers.

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Considered the largest retail space for beauty products in Europe, La Samaritaine’s 3,400 m² beauty department is home to more than 200 brands, ranging from Dior, Chanel and Guerlain to Aesop, The Ordinary and Le Labo.


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