FRANCE. Roman luxury house Bvlgari has unveiled a refreshed permanent counter in La Samaritaine Paris Pont-Neuf by DFS. The counter is being celebrated with an exclusive pop-up installation, showcasing the Bvlgari Allegra Maxi Shelley collection among other lines.
The counter brings the spirit of the Eternal City to Paris. It features the brand’s signature marble décor with an Art Deco twist, honouring the history and architecture of La Samaritaine. Pavonazzetto displays and travertino gres floors emphasise the colour of a bright saffron wall – all coming together to showcase the vibrancy of the Bvlgari Allegra fragrance collection.
The Bvlgari Allegra collection is the star of the standalone counter. Each scent in the line can be magnified to offer more intensity and numerous personalisation opportunities. The collection comprises seven eaux de parfums: Fiori D’Amore, Riva Solare, Dolce Estasi, Fantasia Veneta, Rock’ N’ Rome and newly introduced Spettacolore and Baciami.
In addition, the Allegra line’s ‘Magnifying Essences’ of Rose, Bergamot, Patchouli, Vanilla, Musk and Myrrh allow the wearer a range of personalisation options to suit every mood and occasion.
Bvlgari Allegra Maxi Shelley combines the Italian brand’s fragrance and silk heritage in a 360° luxury animation at La Samaritaine, which offers enhanced personalisation to accessorise the fragrance collection. The pop-up is located at the entrance of La Samaritaine’s fragrance space on Level 1.
Bvlgari described the silk Shelley as “the Italian accessory par excellence”. The collection was inspired by the Bvlgari Allegra fragrances and created at the Maison’s silk atelier in Lake Como. Allegra is an expression of cheerfulness or joy in Italian and that sense of emotion is evoked by the bright colours and rich textures of the Maxi Shelleys and the vibrancy of the fragrances.
The Bvlgari Allegra Maxi Shelley line complements the Bvlgari Allegra fragrance collection.
Like the counter, the pop-up space was inspired by the spirit of Rome. It features saffron-coloured carpets and marble tables, which enhance the vibrancy of the Bvlgari Allegra collection and the complementary Maxi Shelley silk scarves.
Customers at the La Samaritaine can choose from an exclusive selection of Maxi Shelley silks to personalise their Bvlgari Allegra fragrances, opening a rainbow of styling opportunities.
A showcase for beauty-tech, the animation features a dedicated Bvlgari app which enables shoppers to seamlessly style their personal Bvlgari Allegra scents.
A touch-app unlocks a digital introduction to the Maxi Shelley line, which reveals the inspiration, craftsmanship and storytelling behind the collection.
The pop-up also offers bespoke gift-wrapping and personalised embroidery for the Maxi Shelley scarves, which are hand-stitched by an artist on-site.
In addition, the animation offers the Bvlgari Le Gemme collection, Bvlgari Rose Goldea Blossom Delight, Bvlgari Omnia and Bvlgari Man.
Le Gemme was inspired by the ‘Bvlgari Gems Road’ which represents the house’s gemstone sourcing routes.
Travelling from East to West, Le Gemme underscores the brand’s ‘Gems of Nature’ ethos and features a vast array of exceptional ingredients Gemme consists of nine scents: Desiria, Tygar, Garanat, Onekh, Rubinia, Yasep, Falkar, and Empyr.
