Bulgari draws inspiration from classical history for new luxury Rome hotel

By Ross Forbes | 21 Sep 2020 | Design
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* Pizza Navona, Rome

Bulgari is opening a new ultra-luxurious hotel in the picturesque Italian city of Rome, and they are drawing influence from the Roman empire to provide guests with the ultimate experience.

Bulgari hotels are synonymous with luxury, elegance and opulence. The brand has spared little expense at any of its locations around the world, so it stands to reason that they would go a step further with a brand new hotel situated in the same city as its headquarters.

This isn’t the first time Bulgari has drawn inspiration from Ancient Rome, though. In 2017, the brand released a range of jewellery inspired by the Colosseum and iconic jewels from the time period. Bulgari is not the only one infatuated with ancient Rome either. The time period has inspired countless films for many years, such as Spartacus (1960), Ben Hur (1959) and Gladiator (2000).

The gaming industry has plenty of titles not just inspired by Ancient Rome but set entirely within the era, such as Rome: Total War and Assassin’s Creed: Brotherhood. Even the iGaming industry has its fair share of games inspired by the opulence of the time, such as the Luxury Rome slot which is featured at many sites. Players can also get a feel for the game at casinos with no-deposit bonuses, like the Rizk Casino.

The new hotel is set to open in 2022 at the earliest, and Bulgari has stated it will be much more than just another luxury hotel. While this kind of statement is often seen in marketing material, Bulgari is a company that does not take half measures when it comes to opulence and luxury. >>

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* View over Rome city

In explaining their decision to lean so heavily into the ancient Rome theme, executive vice president Silvio Ursini explained to Bazaar: “The experience guests will have when staying at the hotel really will be the quintessential Roman experience. When you are in the building, and you look at the Mausoleum, you just feel like you are in ancient Rome.”

At its height, the Roman empire was famous for its wealthy elite and their frolics in the lap of luxury, so it makes a lot of sense to draw inspiration from that era for a hotel like the one Bulgari is creating. But that won’t be the only defining feature of this optimistic project.

The site at which the hotel will eventually stand, in the Campo Marzio neighbourhood, is very unique in that it is located in a square in Rome that features buildings with architecture from four different periods – namely, the Roman, Renaissance and contemporary periods, as well as the 1930s.

It will also feature an extraordinary Reading Room that will be open to all guests, always, and the outside public, by appointment only, that will contain a mammoth collection of books and writings about jewellery and gems throughout history.

Thankfully, recent global events have not pushed back the planned opening date for the new hotel. Nor has it forced Bulgari to abandon its Plastic Free Policy that it continues to roll out at its hotels around the world and will be a major feature of the new location in Rome. >>

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* The ancient Roman Forum

The tourism industry right now certainly isn’t what it was 12 months ago, but Bulgari is confident things will get back to normal sooner rather than later and will not allow anything to delay the project.

The Bulgari luxury brand was founded in 1884, 136 years ago, and also produces jewellery, watches, accessories, perfumes and cosmetics, as well as building luxury new hotels. As of June 2020, the brand had six hotels under its umbrella with three more, including the flagship project in Rome, under construction.

While profitability will be a consideration for Bulgari, they are also determined to pay homage to the city of Rome, which its website states “has given so much to the Italian jeweller”.