Editor’s Note
Bulgari has opened its first boutique in Daejeon, South Korea, marking a strategic expansion into a key metropolitan market. The new store at Shinsegae Department Store aims to offer a curated shopping experience with its jewelry and accessory collections.
Italian jewelry brand Bulgari (BVLGARI) announced the opening of a new store at Shinsegae Department Store’s Daejeon branch on the 30th.
This store is the first Bulgari boutique in the Daejeon region, the fifth-largest metropolitan area in South Korea. Designed to cater to trendy and stylish customers, the store features fashionable accessory products and Bulgari’s jewelry collection lines, aiming to provide a special shopping experience.
The interior design aligns with the store concept, emphasizing a modern aesthetic while highlighting the brand’s characteristics. Upon entering the spacious, approximately 43-pyeong (142 sq m) store, the interior decorated in the brand’s signature saffron color evokes the warm sun of Rome. The eye-catching Bulgari Maxi logo letters in Roman script convey Roman DNA and modernity.
The store embodies Bulgari’s unique identity through display elements made of premium materials like marble, brass, and silk, which harmonize with the colorful space.
Furthermore, the Pantheon mesh with its geometric patterns of circles and squares includes the Condotti octagonal star, a universal symbol of balance, harmony, and cosmic order. Its eight lines symbolize the four cardinal points (north, south, east, west) and the four solar terms (winter solstice, summer solstice, spring equinox, autumnal equinox). According to a famous legend, Condotti means “all roads lead to Rome,” and as a symbol common to Bulgari stores worldwide, it gives visitors the feeling of being in Rome.
