London “is only magnificent,” wrote novelist Henry James, a sentiment that equally sums up the grandeur of the Eternal City. Now, Rome’s timeless allure and London’s historic charm come together in new Bulgari counters in Heathrow Airport, spaces radiant with the glamour of the Roman Maison.


A CREATIVE PARTNERSHIP

The centerpiece of the new spaces: BVLGARI ALLEGRA, an award-winning high perfumery collection inspired by the sweeping emotions of the Italian lifestyle. To convey its modern elegance, Bulgari partnered with the leading global travel experience player, Avolta. Their close collaboration resulted in a new retail concept set apart by its unique design and a fresh approach to customer service. Located in Heathrow’s Terminal 3 and Terminal 5, the new counters entice globe-trotters, with their ingenuity, vibrancy, and magnetism.

THE DESIGN: A PORTAL TO ROME

Bulgari brings its Roman roots to life with its signature décor. Inspired by a Roman sunset, the jeweller’s proprietary orange hue adorns the backlit display units. The brilliant hue catches eyes even from a distance, beaconing travellers to these Roman portals. Luxurious pavonazzetto marble and rich brass uplift the spaces with refined architectural details, all thoughtfully chosen to exude the warmth of Rome.

Exploring the colourful and evocative displays, travellers can feel joy, excitement, exhilaration, and more— all the wondrous emotions of an Italian holiday—as they discover the fragrances firsthand.

BEST-IN-CLASS SERVICE

This philosophy informs every aspect of the new Heathrow counters, from their design, to their highly trained Bulgari advisors. Bulgari’s entire team is dedicated to delighting and surprising clients with unparalleled service. Additionally, the Heathrow T5 counter elevates personalization with a few exclusive offerings. Combining the Roman Maison’s silk and fragrance heritage, gorgeous pure silk scarves, Allegra Maxi Shelleys, tell the story of each BVLGARI ALLEGRA fragrance through intricate prints—the perfect accessory to any BVLGARI ALLEGRA Eau de Parfum. Clients can also customize gift boxes with a name, word, or emotion etched by a cutting machine, creating a unique gift or a special keepsake for themselves.

To enhance client engagement, a dedicated app delivers a tech-led discovery of the BVLGARI ALLEGRA collection. The app guides customers through creaƟng a BVLGARI ALLEGRA personal scent and includes styling inspo for the Allegra Maxi Shelleys. Speaking on behalf of Avolta, Delphine Poultney, Head of Beauty in the UK commented, “We are excited to see the upgrade to the shopping experience we have managed to deliver to our travellers in Heathrow airport, together with Bulgari. Our aim is to make the experience in our store as memorable and unique as we can, and together with Bulgari we are offering our customers access to exclusive products, personalized and exceptional services, together with a unique link between the heritage of Bulgari and the Allegra Maxi Shelleys. ”

Additionally, Bulgari is launching a social media campaign dedicated to the iconic BVLGARI LE GEMME Tygar, a fragrance that’s an ode to Kerala, a region known as the spice garden of India and home of the Tiger’s eye gemstone. The campaign ran from the beginning of November until the end of December and includes two components. Phase 1 will reach travelers as they plan their trip, piquing their interest with the invigorating warmth of the citrus woody eau de parfum. Once travelers are at Heathrow, phase 2 will remind them of BVLGARI LE GEMME Tygar, encouraging them to discover the fragrance at the Heathrow T3 or T5 counters. Travelers can also visit the new Bulgari jewelry boutique in Heathrow T5 to consult with a gem specialist and try on a piece of iconic Bulgari jewelry like a Serpenti watch, the snake-inspired design famously worn by Elizabeth Taylor.

DISCOVER BULGARI HIGH PERFUMERY: TWO MUST-HAVE COLLECTIONS

BVLGARI ALLEGRA

Inspired by the intensity of Italian emotions, each BVLGARI ALLEGRA Eau de Parfum captures the thrill of an Italian escape, from the energizing sun of the Italian Riviera (Riva Solare Eau de Parfum) to the enchantment of the winter solstice in Puglia (Spettacolore Eau de Parfum) and the pure passion of Italian love (Baciami Eau de Parfum).

Each Eau de Parfum can be customized with a Magnifying essence to intensify its vibe and give it a personal twist.

BVLGARI LE GEMME

To craft the extraordinary blends in the BVLGARI LE GEMME collection, the Maison travels the Bulgari Gems Road, a mythical crossroads stretching from East to West. This allegorical path is home to nature’s precious gemstones and exceptional ingredients. For example, a trek to Madagascar, Africa’s Treasure Island, revealed the highest quality of labradorite.

The shimmering gemstone inspired the sensual fragrance Orom, a combination of vanilla and exceptional oud. The magnificent scent shines with the celebrated expertise of the Roman jeweler, as luminous as every expertly chiseled BVLGARI LE GEMME fragrance.