Beauty and horizons, in which purely economic logics leave room for broader and more composite visions. The arrival of a new high-end brand in Taormina lends itself to multiple interpretations, beyond the geographical or entrepreneurial frame, however significant. The opening of the new Bvlgari boutique is another piece of the glittering mosaic in which the “pearl of the Ionian” takes on an increasingly important role in the map of international destinations, also confirmed by the valuations of the real estate market. But the reasoning can be broadened by crossing development paths in a broader context, where the effects are never territorially limited, but have an important multiplier effect, also in terms of related industries and services. The link with art and presence at the Biennale Precisely in these days, the brand consolidates the link between the creative aspect of its business and the world of art, as exclusive partner of the Venice Biennale for the next three editions, until 2030, and is present with the Lotus L. Kang project at the Bvlgari Pavilion in the Esedra Space of the Giardini. The Bvlgari Foundation also promotes its first exhibition, among the collateral events, at the Marciana National Library, with two site-specific interventions: Momentary Monument – The Library by Lara Favaretto and Fragments of Fire Worship by Monia Ben Hamouda, both linked to Maxxi, with which the Maxxi Bvlgari Prize was created, the biennial prize dedicated to young artists active in Italy. History: birth in 1884 in Rome Bvlgari was born in Rome in 1884 thanks to the Greek jeweler Sotirio Bulgari and established itself as a symbol of Italian high jewellery. In 2011 he joined the LVMH group. Laura Burdese will be CEO from 1 July; CEO Jean-Christophe Babin is chairman of the Board and of Bvlgari Hotels and president of the Bvlgari Foundation, founded in 2024 to strengthen cultural and philanthropic commitment with the protection of historical-artistic heritage and support for contemporary art.
The numbers, the School and the Academy
The corporate galaxy today has 6,491 employees, 242 boutiques and six production sites. The Valenza factory, the largest jewelery production site in the world, with people from 38 nationalities, hosts the new Bvlgari School, open to the public, as well as the Bvlgari Jewelry Academy for the training of the Maison’s new artisans. The brand supports refugees and asylum seekers with the Refugee Program, awarded by the UNHCR. The strategic interest of the LVMH giant in Taormina The inauguration of the new Sicilian headquarters therefore effectively opens a dialogue, fueled by the interesting perspectives linked to the specific global impact – between elegance, art, social responsibility and education – of the ancient high jewelery maison, founded in Rome in 1884 by the Greek craftsman Sotirio Bulgari and passed to the LVMH Group in 2011. Which thus confirms the attention to location, where it is already present with the Belmond Timeo and Villa Sant’Andrea hotels and with other brands such as Louis Vuitton, Dior and Loro Piana.
Renato Munafò: a dialogue opens with the territory
Outlining not only the opening of a new store in Sicily, but what is intended to be a fruitful relationship with the territory is Renato Munafò, managing director of Bvlgari since 2022, present at the inauguration in Taormina which took place in recent weeks. And a new trip to Sicily is already being planned soon for the manager originally from Messina, who after training at Luiss has gained long professional experience, among historic Italian companies such as Fendi and Gucci, where he was general manager Southern Europe.
In a global and digitalized market, what value does the opening of a boutique, a physical presence in the area, have today?
We have been in Sicily for several years in Palermo, Catania, Syracuse, Ragusa: the opening of Taormina represents another step. Taormina has had and continues to have a huge transformation, not only in terms of welcoming an international public, but in fact it has become a place where care and attention for beauty are transferred to the offer to any type of audience. The LVMH group intervened with a real interest and with the intervention on the hotel industry and retail activities, Bvlgari follows a path already followed by other maisons of the group. Whether on a digital channel or on a physical channel, our main focus is ensuring that the dialogue with customers always continues.
The Mediterranean has always had a strong appeal in the imagination of luxury: how much is this reflected in your creativity and in your most recent collections?
The Mediterranean – and I am a proud son of this wonderful place – is certainly present in our creativity, it is the combination of different cultures that has expressed itself with magnificence over the centuries. We gave the name Mediterranea to one of the collections presented in 2023 in Venice, last year we were in Taormina not by chance with a collection called Polychroma, therefore again a very strong reference to what the Mediterranean is, that is, a set of lights, colors and shades present in our creations in their maximum manifestation. Starting from light and colors is the inspiration of the creative jewelry director Lucia Silvestri.
The concept of luxury has evolved, going beyond the product and including values, sustainability and social responsibility: how do you translate this commitment?
These are themes that are extremely dear to the entire group. For example, there has been a collaboration with Save the Children for over 15 years, distinctive of a strong desire to collaborate with an organization that aims to improve the living conditions of young people in difficulty, to build the future by focusing on training and teaching. It is the desire to be present in contexts that are often far from what you would associate with a luxury brand, but certainly very dear to us. There is a dedicated collection, the proceeds of which are partly donated to the association, and we have also contributed to the creation of the Ostia Light Point which helps young people fuel their passions. The company has also created the Bvlgari Foundation which integrates collaboration with Save the Children into its purpose, as well as the valorisation of the artistic and cultural heritage of our territory. Creating a Foundation to maintain continuity without a time horizon makes us very proud.
Brands are increasingly called upon to generate value for the territories that host them: what is your “give back”?
The restoration of the cartography inside Palazzo Corvaja is an intervention that the Foundation is undertaking and which should be completed shortly. In general we have a very high level of attention for projects that have value in the area, which are relevant to our identity.
The development horizons of a territory can only pass through its young generations: how can a presence like yours have a positive influence, and which skills should be strengthened?
I myself represent those who strongly wanted to continue important training that would allow me to have no geographical or sectoral limits in the development of my career. I studied with the Jesuits, then I went to university in Rome and I believe that what young people need today – I am a proud uncle of nephews who are continuing their university education in England – is the great desire to understand that the world requires distinctive competence and a great passion. Milan has now become the south of Europe from an educational point of view, while from Sicily people still think of having to go to university elsewhere, despite there being an excellent offer. The geographical scale has expanded and the only suggestion is to invest in training, choosing freely, without prejudice, whether to leave or stay. Goldsmith art, in particular, is not just a craft activity, you have to find solutions, adapt creativity to its practical realization for durable, perfectly wearable objects. Bvlgari feels the responsibility of training towards those who take their first steps. From a recruiting point of view, we are present in the area with important collaborations, for example with the Euromediterranean Academy, and we are attentive to the valorisation of talents. I am proud of the fact that we have opened a boutique in Taormina where the entire team is Sicilian, both by origin and by adoption. A team full of energy, I am convinced that they will do very well!