BRAND STRATEGY

UNIQUE REVELATION A word that would describe the Bulgari brand is timeless. The products that are produced are innovative but yet grounded to the rich heritage and history of the brand. Today, these pieces that have been created throughout time are seen as collectibles to both the brand and consumer. With the celebration of the 130th anniversary of Bulgari - the brand restored the Spanish steps which signifies the growth and endless opportunities of transforming the brand. When Sotirios moved his family business to the city of Rome, little did he know that his fine silver and jewels would be associated with the eternal city - creating everlasting timelessness.

BRAND RITUALS Bulgari Hotels & Resorts ensures their services will be tailored to the needs of each individual. The Bulgari experience begins before the guests arrive at the hotel with a meet and greet airport arrival, limousine service, and valet parking. Once the guests arrive, hotel services offer complete office support for the business traveler; private access to iconic local attractions or a personal shopper to help navigate the local retail experience. Bulgari Hotels & Resorts will provide services to ensure a seamless and memorable stay.

BELIEF SYSTEM Bulgari has become an established Italian brand inspired by the rich Roman history, honoring its culture and heritage through modern design, and products and services ranging from jewelry, watches to hotels & resorts. Bulgari is in complete harmony with the Roman ancient history incorporating the city’s symbolism while creating innovative designs. A quote by, Richard Burton states “The only word Elizabeth knows in Italian is Bulgari.” Elizabeth Taylor being one of the most iconic celebrities to wear the brand. This statement signifies how diverse and extraordinarily popular the brand has been. Bulgari has managed to reinterpret the beauty of the Roman era though iconic designs and the use of rare gemstones.

DISTINCTIVE LEXICON Bulgari or Bvlgari? The distinct symbol of the letter “V” is derived from the classic Latin alphabet, honoring the rich Italian heritage of the brand. The use of the “V” tributes to Bulgari’s strong brand heritage and was launched in 1934. The Bulgari spelling honors the company’s Greek founder, Sotirios Voulgaris. In order to honor this, we will name our spa and bar within each resort location, V Bar and V Spa, to make it more distinctive for our customers.