Bulgari Brings Cinematic Glamour to Selfridges

17 Jul 2019 | Updated on: 27 Sep 2022 | By Anna Prendergast

Bulgari is the latest brand to transform Selfridges' Corner Shop space 

Bulgari’s Cinemagia concept

Richard Burton once said that ‘the only word Elizabeth knows in Italian is Bulgari, referring to his then-wife, Elizabeth Taylor. Arguably one of the most glamorous actresses in cinematic history, she was lavished with expensive gifts by the actor during the filming of Cleopatra in 1963. The Italian jeweller’s latest collection, Cinemagia, is inspired by the drama and decadence of such silver-screen hits (the blockbuster cost over $44 million — more than $300 million today – and nearly bankrupt the 20th Century Fox studio) and the leading ladies who made them so successful.

Bringing the concept to London is superstore Selfridges’ flagship on Oxford Street, where Bulgari’s Cinemania pop-up concept will be open until 4 August 2019. The Corner Shop, which has previously been occupied by Chanel, Balmain and Fendi, will host exclusive accessories such as handbags and jewellery, plus the chance to print your own face on a vintage film poster and nibble on gourmet popcorn.

Highlights of the collection includes a special edition Serpenti Tubogas 18 carat rose-gold and stainless steel quartz watch, a nod to an original Bulgari piece Taylor wore on the set of Cleopatra – in which she played the role of the Egyptian queen whose symbol became the snake. The design’s evolution has seen it wound around the wrists of fellow starlets Julianne Moore and Rachel Weisz, and has earned cult status among collectors – there are only 20 of this iteration available. In addition, there are six Serpenti Forever bags with snake-head closures and retro painted designs inspired by the Italian Riviera, plus a world preview from Bulgari’s best-selling line of Divas’ Dream necklaces in rose gold, diamonds, mother of pearl and carnelian. After all, as Taylor once said, ‘big girls need big diamonds’.

Bulgari's Serpenti Tubogas watch
Bulgari’s Serpenti Tubogas watch
Bulgari’s Cinemagia concept

Bulgari’s Cinemania at The Corner Shop, Selfridges, 400 Oxford Street, Marylebone, London W1A 1AB