Bvlgari celebrates Italian excellence with new flagship on Via Montenapoleone in Milan

Bvlgari has unveiled its new flagship on Via Montenapoleone in the heart of Milan’s luxury district.

Created in the historic Taverna Radice Fossati building – a neoclassic masterpiece designed by Ferdinando Albertolli in 1835 – the three-floor boutique spans 750 square meters, proposing an exquisitely refined dialogue between Roman heritage and Milanese elegance.  

This new jewel case is a celebration of Italian savoir-faire, featuring works by Fabio Viale, Luca Pignatelli, along with exceptional craftsmanship from Venini and Rubelli. The arched ceiling at the entrance is adorned with Bvlgari’s iconic snake symbol and the brand’s eight-pointed star is reprised in a floor mosaic, inspired by the historic Via dei Condotti boutique in Rome, joined by details that evoke the Galleria Vittorio Emanuele. Iconic collections— Serpenti, B.zero1, Divas’ Dream and Octo — are presented in a scenography inspired by the cabochon cut, the Tubogas or the design of Roman baths, a tribute to Bvlgari’s unique history and aesthetic.  

For the opening of the flagship, Bvlgari is featuring the Tubogas & Beyond exhibition, recounting the story of the emblematic design that has expressed the jeweler’s pioneering technical prowess and bold stylistic signature since the 1940s. Standout pieces include the first Tubogas bracelet from 1941 and the Monete Tubogas choker, once part of the private collection of Barbara and Frank Sinatra, an elegant testimony to timeless virtuosity.   

Faithful to its active engagement with culture, the Maison’s Fondazione Bvlgari and the Municipality of Milan have come together to launch a major patronage project, announced in conjunction with the opening of the new store, to support the Museo del Novecento (the Museum of the 20th Century), the city’s renowned modern and contemporary art institution.