New Curiosity Shop, the art of wonder by Bulgari

Watches & Jewelry


Bulgari celebrates the art of wonder with its New Curiosity Shop. Located next to the historic Bulgari store at No. 10 Via Condotti in Rome, this extraordinary space is inspired by a cabinet of curiosities, offering a total immersion into the creativity of the Maison and connecting the future with Bulgari’s past to bring visitors a wondrous experience.

A futuristic version of the Old Curiosity Shop opened in 1905 by the founder of the Maison, Sotirio Bulgari, the New Curiosity Shop immerses visitors in the Bulgari universe. It showcases the Roman jeweler’s curiosity for extraordinary objects and the never-ending hunt for wonders.

Old Curiosity Shop / © Bulgari

The store concept is based on duality, with combinations of contrasting materials, colors, objects and interior design details. An imaginary line separates the rooms, one side with warm tones and materials – precious woods, enveloping velvets, retro finishings – the other with minimalist lines, ethereal marbles, bright tones and ultra-white leather. Every detail is designed for interaction with visitors to create an exceptional experience. The central counter at the entrance to the store morphs into an interactive screen where customers can browse through the collections, while a multitude of drawers in the walls are an invitation to discover new creations.

© Bulgari

Several limited edition pieces have been created exclusively for the New Curiosity Shop, including a new version of the Serpenti Tubogas and the Serpenti Twist Your Time watch, with a pink gold and diamond pavé case. Taking advantage of this new opportunity to celebrate the Italian capital, the CONDOTTI10 mini-collection of jewelry is being premiered exclusively at the store. The world of accessories features the Serpenti SS18 bag in white leather, available only at the store.