Bulgari Brings Mediterranean Sea-inspired Pop-up to Southern California

On the heels of revealing its renovated 5,300-square-foot boutique at South Coast Plaza, Bulgari has unveiled a pop-up for a fragrance at the shopping destination in Costa Mesa, Calif. — as the company kicks off a growth phase in the state.

The scent, “Allegra Chill & Sole,” is part of its Allegra collection and was created by master perfumer Jacques Cavallier. It’s an eau de parfum inspired by the landscapes and surroundings of the Mediterranean Sea. Visitors of the pop-up are able to engrave bottles, attend perfume masterclasses, enjoy treats like Italian popsicles and sodas — while being welcomed into the world of the fragrance, which comes to life in the space through personalization.

“California is one of Bulgari’s largest markets and South Coast Plaza is home to our newly reopened boutique,” Herve Perrot, Bulgari’s president of North America, said in a statement. “Our first-ever U.S. pop-up featuring the Bulgari Allegra fragrance collection offers guests the chance to experience Bulgari Allegra Generative AI mixology — a pioneering personalization concept that provides an immersive and interactive world that triggers the senses. Guests are invited to craft their own perfect mix featuring our eau de parfums and magnifying essences, converting into a bespoke generative video artwork.” 

Founded in Rome in 1884, the Italian luxury house was first known for its jewelry and leather goods before diversifying with fragrance in the ’90s. It’s now in the LVMH Moët Hennessy Louis Vuitton portfolio, acquired by the luxury conglomerate in 2011.

The Bulgari pop-up is open Monday through Saturday from 10 a.m. to 8 p.m.; on Sunday it’s open from 11 a.m. to 7 p.m.

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