2020s: A look towards the future
In the 2020s, Bvlgari's story continues to combine legacy and innovation. In 2021, Bvlgari assumed the role of the official "Platinum Sponsor" for the Italy Pavilion at the Dubai 2020 Expo, where the Maison enriched the narrative journey through the excellence of Made in Italy with the exhibition titled "The Art of Craft."
In the same year, a new Bvlgari Hotel opened its doors in Paris, located in the prestigious Avenue George V.
In 2023, the iconic Serpenti collection marked its 75th anniversary with worldwide celebrations, showcasing Bvlgari’s timeless design philosophy.
The year was also important for its hotels with a new location opening in Tokyo right in front of the Imperial Palace East Gardens. To complement this, a new Bvlgari Hotel emerged in Rome's Piazza Augusto Imperatore, echoing the brand's eternal bond with Rome and a desire to express the spirit of the city with a contemporary twist.
In a significant cultural contribution, Bvlgari's patronage committed to the reopening of the Sacred Area in Largo Argentina, making the ancient temples of the site accessible again and highlighting the Maison's unwavering support to preserving and honoring historical heritage.
As for high jewelry, the Mediterranea collection launched in 2022 marked a distinctive new direction in Bvlgari's creativity. The collection signals the ongoing story of Bvlgari’s quintessential blend of cultures and epochs, evolving through continuous processes of cross-pollination and eclectic inspiration: East and West, Roman and Greek, Antiquity and Renaissance, but also influences from Southern Italy, Venice, and Byzantium. Everything converges into a homage to the Mediterranean: one of the cradles of human culture, the place where Sotirio’s journey to Italy started at the end of the 19th century, and the place where the Maison is eager to write new chapters in jewelry-making and beyond.