Bulgari brings Rome to Paris with counter in Samaritaine department store

By Austyn King 5-Aug-2022

Visitors will be able to personalise their own fragrances from the LVMH-owned brand's Allegra collection at the newly refurbished space

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

Visitors will be able to browse Bulgari's collection of premium fragrances with a personalised twist, as well as exclusives and bespoke services in luxurious décor celebrating the brand's Italian roots.

Aiming to provide a 360 degree shopping experience, shoppers can create their own personalised fragrance by adding their choice of Bulgari's Magnifying Essence to its Allegra fragrances, with advisors on hand to guide them as well as a dedicated app.

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

Also opening is a new pop-up showcasing Bulgari's Allegra Maxi Shelley Collection, offering a line of silk scarves with designs inspired by the brand's Allegra scents.

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

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

The pop-up offers silk scarves inspired by Bulgari's Allegra scents

Paying homage to Bulgari's Italian heritage, the counter features marble décor throughout, with a bright saffron feature wall designed to evoke a Roman sunset, while its colourful fragrance bottles are displayed to invite curiosity and experimentation.

On offer will be Bulgari's Allegra collection as well as Le Gemme, which draws inspiration from precious gemstones; Rose Goldea Blossom Delight; Omnia; and Bulgari Man.

The remodelling 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 remodelled its Turkish airport stores in Istanbul with new décor to reflect its Italian heritage, while in April it unveiled another travel retail pop-up in Zurich International Airport, Switzerland, bringing its premium perfume range to travellers.

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Said to boast the biggest beauty retail space in Europe, Samaritaine's 3,400sqm beauty department is home to more than 200 brands, spanning from Dior, Chanel and Guerlain to Aesop, The Ordinary and Le Labo.