All Roads Lead to Rome: Bulgari Opens a Boutique in Greenbelt 3’s New Luxury Wing—and You Can Visit It Virtually - The Scene

The Italian house’s Via Condotti eight-pointed star greets guests as they enter the 198-square meter shop.

Bulgari’s 198-square meter Manila boutique store opened last October at Greenbelt 3, Ayala Center, Makati. Strategically located in the country’s leading financial district and in one of the city’s high-end retail centers, the jewelry and watchmaker brand’s boutique brings la dolce vita to life.

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The entrance is flanked by white Travertino Navona round columns that speak of the brand’s affinity to its Roman and Grecian roots. Upon stepping inside, you are embraced by luscious, earth tones that bring to mind the Eternal City’s ambience.

Bois Jourdan marble at the entrance threshold, sweeping views of apricot-colored furnishings and upholstery as well as illuminating crystal chandeliers made and flown in from Italy welcome visitors to a contemporary experience of both Bulgari and Italian heritage.

Connected elements

Linking the Greenbelt store to all the other Bulgari boutiques around the globe is the historic Via Condotti eight-pointed star, which symbolizes the saying “all roads lead to Rome.” Rendered in red porphyry, the star is a focal point from which patrons can see all the major sections within the area.

These sections include galleries for ladies’ jewelry, ladies and men’s watches and jewelry, accessories as well as a dedicated area for bridal jewelry.

The store follows the concept and artistic direction of the celebrated American architect Peter Marino, a frequent collaborator of many other luxury brands. He partnered with Bulgari in reinterpreting the architectural and aesthetic heritage of ancient Rome into cutting-edge, contemporary design.

In fact, Marino is widely credited for reshaping and redefining luxury retail by skillfully bringing the legacy of designers or brands to the fore through architecture. This allows clients to deepen their appreciation and relationship with their preferred labels. 

Golden era

Marino’s touch can be seen too with the choices of furniture that pay tribute to the tradition of Italian design. Different pieces such as the Mangiarotti table, Oswaldo Borsani sofas, chairs, or club chairs complete the store’s seamless blending of classic and contemporary.

The boutique’s oval-shaped counter with light galvanized iron inspired by the Italian architect Carlo Scarpa is an enticing invitation to explore, discover, and shop. At the center of the store is a crystal chandelier that adds decadence to the jewelry on display while highlighting the warm and rich palette of the store.

At the rear end of the shop, VIPs are entertained at an oval, private sales room inspired by Italy’s golden era of film.

In the 1950s and 1960s, many Hollywood stars came to Italy’s capital to make movies, and one of these were Elizabeth Taylor. She visited Via dei Condotti in the middle of filming in Rome. She, among many other film goddesses, were Bulgari’s great inspiration for the VIP room concept, the jewelry, and Peter Marino’s design.

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