Bulgari opens innovative concept “New Curiosity Shop” in Rome

Bulgari has opened a “temple of creativity” next door to its Roman flagship on Via dei Condotti. Bulgari has opened its “New Curiosity Shop” to celebrate the art of wonder, a nod to its founder Sotiro Bulgari. When Mr. Bulgari opened his storefront at 10 Via dei Condotti in Rome, he referred to his workshop as the “Old Curiosity Shop,” due to the collection of “marvelous and surprising” objects found within.

For the opening, Bulgari also designed an edit of items that is exclusive to the New Curiosity Shop. Pieces in the collection include a mini offering of rings and bracelets inspired by the Condotti star, an “Only in Rome” limited-edition Serpenti timepiece in metallic and a reinterpretation of Bugalri’s Serpenti Forever handbag.

The store is a contemporary luxury interpretation of Mr. Bulgari’s historic Old Curiosity Shop. The new telling of the shop combines unusual materials and contrasting colors, much like the jewelry designs that made Bulgari a must-have.

Bulgari’s Old Curiosity Shop merges the past with the present to create a mysterious space. For the interior decor, Bulgari worked with fellow Italian brand Fornasetti on the inaugural design.

Fornasetti included many of its iconic and most representative pieces of its brand. For the Bulgari New Curiosity Shop, the Milan-based interiors brand included its hand-lacquered wooden furniture, magic mirrors and porcelain and gold dishes with astronomical themes. The interiors brand describes its decor choices as being “striking in their irony and their touch of madness,” making Fornasetti ideal for such a unique and original space.

In 2016 and 2017, Bulgari and Fornasetti collaborated on the interiors of the jeweler’s “Serpentiform. Art, Jewelry, Design,” an exhibit held in Rome and Singapore, which featured the interior design brand’s carpeting.

Bulgari’s New Curiosity Shop is an embodiment of wonder and will represent a window into the jeweler’s eclectic creativity through a constantly changing showcase where new themes will be displayed and illustrated.