Since the golden age of Hollywood and Cinecittà, Bvlgari’s jewels have crowned cinema’s royalty—Elizabeth Taylor, Sophia Loren, Ingrid Bergman. From the sinuous Serpenti Dragoni pieces coiled around Taylor in Cleopatra to the opulent gold that gleamed through Casino, Bvlgari has long been synonymous with glamour on the silver screen. Now, at last, the maison brings its own brand of cinematic brilliance to Rodeo Drive.

“Los Angeles has long been a source of inspiration for Bvlgari, a place where cinematic glamour meets bold creativity. We are thrilled to welcome our clients to experience a renewed expression of our Roman heritage in this extraordinary city,” says Bvlgari North America President Hervé Perrot of the boutique’s debut.

The building itself is a love letter to the Maison’s legacy. Its façade, sheathed in handcrafted glass “Rosetta” tiles—each evoking the mesh motif of a 1930s heritage bracelet—glitters with more than a thousand individual elements that bathe the interior in filtered light. Inside, travertine columns, fluted walls, and a sweeping staircase conjure a modern-day Roman epic, a space where luxury feels both ancient and freshly imagined.

All of Bvlgari’s iconic collections—Serpenti, Divas’ Dream, Tubogas, B.Zero1, and Octo—are displayed with museum-like reverence. Above, a Gypsum Serpenti undulates across the ceiling, accompanied by the maison’s eight-pointed star, a symbol found in every Bvlgari boutique around the world.

Perhaps the boutique’s most transportive feature is the Venini glass scenographic staircase curtain: over 1,400 Murano-blown glass elements crafted by master artisans, glowing like a sunset suspended in motion. Its palette draws inspiration from Roman evenings and Californian horizons, tying two worlds together in a single luminous gesture. Guests can ascend to Bvlgari’s first North American rooftop terrace to watch the real sunsets unfold just beyond.

Merging the radiance of the West Coast with the spirit of the Mediterranean, the new boutique embodies a bold, modern vision of luxury—one only Bvlgari could realize. The store welcomes guests daily from 10 a.m. to 6 p.m.