2000s: Hospitality and new horizons
At the dawn of the new millennium, Bvlgari took a significant step, extending its reach from luxury goods to hospitality. In 2004, Bvlgari opened the doors of its first hotel in Milan — a testament to the brand's relentless pursuit of excellence and its ability to redefine luxury experiences beyond jewellery. In 2006, it was followed by the inauguration of a magnificent resort in Bali, uniquely positioned at more than 150 metres above the shores of the Indian Ocean.
In 2009, Bvlgari's commitment to making a difference became a reality. The Maison joined forces with Save the Children, launching a specially designed silver ring to support the Save the Future campaign. This initiative, aimed at empowering underprivileged children through education, blending Bvlgari’s passion for beauty with a heartfelt pledge to making a positive social impact.
The decade was also a time of creative fervour. In 2001, the brand introduced the Lvcea jewellery collection, which represented a radical shift in design thanks to its combined geometric shapes in white gold and platinum, exalting the ethereal glow of pearls and the dazzling brilliance of diamonds.
Alongside Lvcea, Bvlgari continued to innovate throughout the decade, launching new fragrance collections, like Omnia and Bvlgari Pour Homme, and celebrating its heritage and future with dedicated exhibitions and innovative advertising campaigns, respectively. The 2000s were a testament to Bvlgari's enduring commitment to excellence, innovation, and social responsibility, a journey that continues to inspire and captivate to this day.