The multilevel boutique reflects renewed confidence in the U.S. luxury market
Bulgari has officially opened its new Rodeo Drive flagship, relocating just a few doors from its previous address to a prominent corner location at 401 Rodeo Drive. The multilevel boutique spans 5,834 square feet and showcases the house’s high jewelry, fine jewelry, timepieces, fragrances, and handbags, alongside a private client salon and a rooftop terrace.
The move reflects the brand’s long-term confidence in the North American market, said Bulgari deputy chief executive officer Laura Burdese. “It’s a market which for us is booming,” she noted, emphasizing the strong momentum in California in particular. Beyond increased scale, the new location is designed to strengthen visibility and fully express the maison’s identity. “We really wanted to have a flagship here. We really wanted to have the house of Bulgari, our maison, to be able to really express the full personality, the DNA, the codes and the symbols of the maison, in a proper way.”
Bulgari has expanded aggressively across the U.S., renovating, relocating, and opening new stores throughout Southern California. Recent additions include Westfield Topanga (2023), South Coast Plaza in Costa Mesa (2024), and a newly opened San Francisco boutique in April. As Beverly Hills becomes a focal point of the brand’s West Coast strategy, Miami joins as another major area of investment with a newly renovated 3,229-square-foot, two-story boutique in the city’s Design District.
Both retail spaces draw on Bulgari’s Roman heritage, integrating travertine columns and fluted walls with details tailored to each location. The new Los Angeles flagship features a handcrafted glass façade adorned with 1,100 Rosetta motifs inspired by a 1930s bracelet, while the interior includes Bulgari’s signature amber tones and a gypsum Serpenti ceiling detail. A glass staircase crafted by Italian glassmaker Venini incorporates more than 1,400 components. The boutique displays key collections such as Serpenti, Divas’ Dream, Tubogas, B.Zero1, and Octo, and introduces North America’s first Roman-inspired Bulgari rooftop terrace.
“It’s the pinnacle of how we dream about the Bulgari house in this country,” Burdese said, describing the Beverly Hills flagship as a blend of Roman legacy and contemporary design, enriched with local cultural references.
The Miami boutique adopts a more tropical identity with amber tones, textured surfaces, palm motifs, and a sculptural chandelier. Both projects echo Bulgari’s recent global retail design updates, following major openings in Milan, Dubai, and Paris.
Burdese highlighted that luxury jewelry continues to outperform fashion and leather goods, noting that consumers increasingly view jewelry as an investment with emotional and generational value. “We live on a kind of happier island,” she said. “Jewelry is always seen as a more resilient industry.”
The U.S. remains a major growth driver for Bulgari, with California at the center of that momentum. Burdese describes West Coast clients as curious, culturally engaged, and appreciative of craftsmanship and beauty. Looking ahead, Bulgari expects continued expansion in the region while keeping its identity at the forefront. “We know who we are very well, our DNA,” she said. “But we constantly change the way we tell the story in order to remain relevant and meaningful for the next and new generations.”
