The Vibe: Understated luxury.
The Area: The new Bulgari Hotel Rome will be strategically located in the central Piazza Augusto Imperatore, not far from the city’s Spanish Steps and Bulgari’s flagship on the luxury shopping street Via Condotti.
The DNA: The hotel will occupy a stately rationalist building erected between 1936 and 1938 and designed by architect Vittorio Ballio Morpurgo, facing two must-see Roman landmarks, the Ara Pacis and the Mausoleum of Augustus, the first Roman emperor, a site that is under renovation. “We saw so many beautiful locations, but from Day One I was aiming at this square, the most extraordinary place in Rome, where the first Roman emperor was buried — it has a symbolic value,” said an upbeat Jean-Christophe Babin, chief executive officer of Bulgari. “The hotel will be surrounded by history, with its Baroque churches, palazzi dating back to the Thirties, and the modern architecture of the Ara Pacis, it summarizes 2,000 years of Roman architecture. To me, the hotel standing in front of Augusto is a dream and an honor.” Babin believes the Bulgari Hotel will kick-start “a new generation of five-star hotels” in Rome. In a video filmed by Bulgari, the city’s mayor Virginia Raggi is seen speaking with Babin and praising the project and the executive sees the development as “participating in the restart of the city, a sign of Italian entrepreneurship aiming at the future, that creates jobs and has no fear of competing with international hospitality giants.” The heritage building is characterized by traditional Roman materials and colors, such as ochre travertine marble and burnt red brick. The rigorous rationalist architecture is juxtaposed with Antonio Barrera’s frescos, running in the Via della Frezza atrium and offering different views of the Mausoleum, while the southern face is decorated with a large mosaic by Ferruccio Ferrazzi, interpreting the myth of the foundation of Rome. As for the other Bulgari Hotels in the world, Italian architectural firm Antonio Citterio Patricia Viel will be in charge of both the architectural project and the interior design of the new Bulgari Hotel Rome, which will count over 100 rooms, most of them suites, as well as the “Il Ristorante” curated by Michelin-starred chef Niko Romito and the rooftop “Bulgari Bar,” both guaranteeing an unparalleled view of the Eternal City. The luxury hotel will also include a range of additional facilities, including a high-end spa with an indoor swimming pool, and a state-of-the-art fitness centre, offering Bulgari’s exclusive Workshop training method. As unique feature, the Bulgari Hotel Roma will also present a Reading Room containing a collection of precious volumes dedicated to the history of jewellery. Such a library will be open to the guests and to the public by appointment only.