British Vogue - 08.2019

Serpenti Tubogas

gold and steel

watch, £8,900,

Bulgari

Divas’ Dream

necklaces, from

£3,360, both

Bulgari

Serpenti Forever

bag with

detachable charm,

£1,880, Bulgari

SELFRIDGES’ CORNER SHOP

invites the world’s biggest brands to

stage creative installations that push

retail concepts to new levels. The latest

luxury label to fill the prestigious store

space is Bulgari, which is giving

immersive shopping a decidedly Old

Hollywood flourish.

To celebrate the global launch of

its Cinemagia jewellery collection, the

Italian maison is building a Cinemania

pop-up boutique – and it’s as fabulous

as it sounds. Housed in the shop-

within-a-shop is a jewellery bar

showcasing the Bulgari trinkets that

are exclusive to Selfridges, such as the

special-edition Serpenti Tubogas

watch – there are only 20 available –

which has been reinvented with a

guilloché green dial. There’s also a

world preview of the Divas’ Dream

necklace. Each of the unprecedented

colour combinations and gemstone

cuts has been created in homage to

the magical quality of the movies.

Alongside the jewellery displays,

there is a popcorn station and a “social

corner” – which will add further to

the overall cinematic effect of the

pop-up boutique.

As well as being catnip for

Instagrammers, the pop-up celebrates

Bulgari’s decades-long relationship

with the stars of the big screen. The

storied jeweller has created special

pieces as tributes to actors over the

decades, including doyennes Elizabeth

Taylor, Audrey Hepburn, Ingrid

Bergman, Gina Lollobrigida, Anita

Ekberg and Sophia Loren, as well as

modern-day stars.

To bring the Hollywood homage

full circle, Bulgari has channelled the

glamour of the household-name stars

into three of its bestselling Serpenti

Forever bags. Three pieces from the

collection of six feature a lead actress

adorned with Bulgari jewels printed

on leather, and the others focus on her

life behind the lens.

The heyday of Italian cinema was

a key source of inspiration for the

Bulgari team behind Cinemania, right

down to the packaging that the

products come carefully wrapped in.

Shopping for jewellery will never be

the same again. n

The Bulgari Cinemania pop-up will

be staged in Selfridges’ Corner Shop from

8 July to 4 August

Bulgari has transformed Selfridges’ Corner Shop

into a pop-up shopping experience packed with

cinema-inspired, limited-edition pieces

Lights, camera,

CINEMANIA

VOGUE PARTNERSHIP

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