On the occasion of the opening of the new flagship store on Via Montenapoleone, Bvlgari dedicates itself to the city of Milan with a project that honors the high art of goldsmithing while simultaneously initiating a significant cultural sponsorship. Together with the Fondazione Bvlgari, a collaboration is launched with the Museo del Novecento, a central institution for modern and contemporary art in Milan.

Perfume has its roots in incense, which has been used since the second millennium BC. The Latin word “perfumum” literally means “through smoke,” referring to the method of burning fragrant materials. Incense has long held a mystical allure and served as a sacred connection between the profane and the divine, the visible and the invisible, and as a means of purification for the Egyptian gods.