MELBOURNE: European luxury house Bulgari is preparing to ramp up its Australian retail presence. The accessory specialist will launch a new Melbourne flagship store measuring 400 square metres and boasting 10 external showcases. The development will see Bulgari relocate its current Melbourne store to 123 Collins Street this spring, with the new location set to be over six times the size of its predecessor.
Bulgari CEO Francesco Trapani said the flagship development would adopt the same twin-store formula as the brand's Sydney store, which was launched in Castlereagh Street last year.
"The planned Melbourne twin-store reaffirms Bulgari's position as one of the biggest luxury players in Australia," he said. "Bulgari is committed to Australia as a strategic market for growth and this new Melbourne store will house complete collections of jewellery, watches and accessories."
In addition to its twin-store formula, the new site will also debut Bulgari's latest design concept with a façade of polished Gris Pulpis stone and external fibre optics which give the illusion of rain. The colours of the fibre optics, especially prevalent during night time, will change periodically from silver to gold.
The interior colour palette will feature softer and warmer tones than existing Bulgari sites in Australia, with bleached oak wood, Trani marble and encausto walls complemented by rich brown counters and showcases.
Bulgari currently operates seven stores nationally and supplies to David Jones in Sydney, Melbourne, Perth and Adelaide.