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A marble pillar is a key element of the pop-up, showcasing the Bvlgari Allegra Maxi Shelley collection at La Samaritaine Paris Pont-Neuf by DFS

FRANCE. Roman luxury house Bvlgari has unveiled a refreshed permanent counter at La Samaritaine Paris Pont-Neuf by DFS. The counter is celebrated with an exclusive pop-up installation, featuring the Bvlgari Allegra Maxi Shelley collection, among other lines.

The counter brings the spirit of the Eternal City to Paris. It features the brand’s signature marble decor with an Art Deco touch, honoring the history and architecture of La Samaritaine. Pavonazzetto displays and travertino gres floors highlight the color of a luminous saffron wall – all coming together to showcase the dynamism of the Bvlgari Allegra fragrance collection.

Roman rejuvenation: a saffron back wall and marble tables and displays bring the Bvlgari Allegra collection to life with a refreshed permanent counter

The Bvlgari Allegra collection is the star of the freestanding counter. Each fragrance in the range can be magnified to offer more intensity and numerous customization possibilities. The collection includes seven eau de parfums: Fiori D’Amore, Riva Solare, Dolce Estasi, Fantasia Veneta, Rock’N’Rome and the new Spettacolore and Baciami.

Additionally, the Allegra line’s ‘Magnifying Essences’ of Rose, Bergamot, Patchouli, Vanilla, Musk and Myrrh allow the wearer a range of customization options to suit every mood and occasion.

Bvlgari Allegra Maxi Shelley combines the Italian brand’s fragrance and silk heritage in a 360° luxury animation at La Samaritaine, which offers increased customization to accessorize the fragrance collection. The pop-up is located at the entrance to the La Samaritaine perfumery area on level 1.

High-end personalization: personalized Bvlgari cards, state-of-the-art style advice and personalized gift wrapping are just some of the services offered by the pop-up

The Bvlgari Allegra Maxi Shelley collection made its global travel retail debut with CDFG in Haitang Bay last year. Click here to read our full Dynamic Launch story.

Bvlgari has described Shelley silk as “the quintessential Italian accessory”. The collection was inspired by Bvlgari Allegra fragrances and created in the Maison’s silk workshop at Lake Como. Allegra is an expression of cheerfulness or joy in Italian and this sense of emotion is evoked by the bright colors and rich textures of the Maxi Shelleys and the vibrancy of the fragrances.

The Bvlgari Allegra Maxi Shelley line complements the Bvlgari Allegra fragrance collection.

Like the counter, the pop-up space is inspired by the spirit of Rome. It features saffron-colored carpets and marble tables, which reinforce the dynamism of the Bvlgari Allegra collection and complementary Maxi Shelley silk scarves.

La Samaritaine customers can choose from an exclusive selection of Maxi Shelley silks to customize their Bvlgari Allegra fragrances, opening up a rainbow of styling opportunities.

Gems of nature: Le Gemme combines the precious stones of Bvlgari’s high jewelry creations with the ingredients of its fragrance lines

Showcasing beauty technology, the animation includes a dedicated Bvlgari app that allows shoppers to seamlessly customize their personal Bvlgari Allegra fragrances.

A touchscreen app unlocks a digital introduction to the Maxi Shelley line, which reveals the inspiration, craftsmanship and storytelling behind the collection.

The pop-up also offers bespoke gift wrapping and custom embroidery for Maxi Shelley scarves, which are hand sewn by an artist on site.

In addition, the animation offers the Bvlgari Le Gemme collection, Bvlgari Rose Goldea Blossom Delight, Bvlgari Omnia and Bvlgari Man.

Le Gemme is inspired by the “Bvlgari Gems Road” which represents the supply routes for the house’s precious stones.

Traveling from East to West, Le Gemme underscores the brand’s ‘Gems of Nature’ ethos and offers a wide range of exceptional ingredients. Gemme consists of nine flavors: Desiria, Tygar, Garanat, Onekh, Rubinia, Yasep, Falkar and Empyr.

Click on the image to open the eZine of The Moodie Davitt Report’s acclaimed Spotlight series dedicated to La Samaritaine Paris Pont-Neuf by DFS, published in 2021

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