Bulgari Brand
Bulgari Reopens Its Boutique In St. Moritz, Switzerland
Luxferity, 11.12.2023
Bulgari, the magnificent Roman High Jeweller, announced the reopening of its St. Moritz boutique, the very first Bulgari store in Switzerland, opened in 1906. The historic location has undergone a complete transformation, proposing a new design concept that on the one hand remains deeply connected to the brand’s roots and Roman heritage and, on the other hand, includes elements associated with the mountain resort, giving a unique sense of peace and a signature touch to the design.
St. Moritz lies on the southern slopes of the Albula Alps, and has been a favorite winter tourist destination since 1864, as well as the host of the Olympic games and other prestigious sporting events over the decades. It is in the very heart of the cosmopolitan and charming St Moritz that the Maison’s founder Sotirio Bulgari decided to open a seasonal boutique in 1906, immediately recognizing its beauty and fascination. However, what was supposed to be only a temporary location has been so successful to become a permanent and key retail destination.
As you enter the legendary St. Moritz boutique, located opposite the unique Badrutt’s Palace Hotel, you are momentarily transported to the essence of Rome: a timeless yet contemporary interpretation of the roman style, with the warm and relaxed soul of the Eternal City blended with the rustic charm of the mountains.
The chandeliers designed by Giopato and Coombes recreate the beauty of a magical snowstorm, while the stone wall with fireplace in the private sales room lends an intimate and suggestive atmosphere.
The façade of the two-story building offers a lot of transparency, allowing natural sunlight to penetrate inside, as St Moritz enjoys 300 days of sunshine a year.
Roman architecture has been a huge source of inspiration for the Bulgari design concept. The Pantheon, commissioned during the reign of Augustus and then rebuilt by Emperor Hadrian is still, almost two thousand years later, one of the finest and greatest examples of Roman architecture. Portions of the windows are decorated by a mesh with a geometric pattern taking its inspiration from the Pantheon, with circles and squares and the addition of the eight-pointed star that has become a symbol of Bulgari design.
A careful selection and combination of tactile Italian materials - including fine marbles, precious walnut wood, brass, silks and luxurious fabrics -, has been selected to add a distinctive touch to the design, bringing bright, vivid colors and rich tactile textures.
Moving on, Bulgari’s magnificent creations are displayed in elegant yet contemporary showcases on twin elliptical counters featuring Murano glass legs. The renovated boutique also has a spacious lounge on the first floor where clients can enjoy the ultimate Italian hospitality experience in a warm and welcoming ambience.
Furthermore, as Switzerland is renowned for being the masters of watchmaking, the boutique offers the ideal setting to enjoy an immersion in Swiss watchmaking craftsmanship, allowing clients to admire all the timepieces of the Bulgari collections.
St. Moritz is a very significant branch for Bulgari, representing a milestone in the brand’s international expansion and a strong heritage link with the brand. The splendid High Jewelry creations displayed in the St. Moritz boutique literally serve as perfect examples of the creative research and unrivalled expertise that define the Maison. Since 1884, Bulgari jewelry has proudly stood as the worldwide emblem of Italian excellence.
