Bulgari touches down in London with ‘radiant’ new Heathrow counters

By Kristiane Sherry |

Bulgari counter Heathrow

Bulgari’s new counter concept at Heathrow Terminal 5, developed in partnership with Avolta. 

Jewellery and fragrance house Bulgari has brought its Rome-inspired counters to London Heathrow Airport in partnership with Avolta, creating “radiant” spaces that exude the brand’s glamour.

Featured prominently is new high perfumery collection Bulgari Allegra, inspired by the “sweeping emotions” of the Italian lifestyle. 

The collaboration with Avolta has resulted in a new brand retail concept located in Terminals 3 and 5.

Inspired by the Roman sunset, orange is the primary colour throughout the counters.

Pavonazzetto marble and rich brass add architectural details, designed to convey the city’s warmth. 

Bulgari’s highly trained  team is on-hand to assist customers on their purchasing journey.

Passengers can personalise select purchases at the Heathrow T5 counter. Allegra Maxi Shelley silk scarves, and Allegra fragrances can be tailored. Gift boxes can also be customised by cutting machine with a name, word or emotion.

A dedicated app allows shoppers to discover the collections, and guides them through the process of creating a personalised Allegra scarf. It also includes styling inspiration for the Allegra Maxi Shelleys.

“We are excited  to see the upgrade to the shopping experience we have managed to deliver to our travellers in Heathrow Airport, together with Bulgari,” said Delphine Poultney, Avolta’s Head of Beauty in the UK.

“Our aim is to make the experience in our store as memorable and unique as  we can, and together with Bulgari we are offering our customers access to exclusive products, personalised  and exceptional services, together with a unique link between the heritage of Bulgari and the Allegra Maxi Shelleys.”  

Bulgari Le Gemme Tygar social media launch

Bulgari has also announced the launch of a social media campaign dedicated to its Le Gemme Tygar fragrance.

Described as an ode to Kerala, the fragrance is described as a woody blend with grapefruit notes. 

Bulgari's Heathrow T3 counter showcasing Le Gemme, the subject of a recent social media campaign.

Bulgari’s Heathrow T3 counter showcasing Le Gemme, the subject of a recent social media campaign.

The campaign ran throughout November and December, with phase one reaching travellers as they planned their trip.

A second phase encourages travelling shoppers to discover the fragrance at the new Heathrow T3 and T5 counters. 

Shoppers can also visit a new Bulgari jewellery boutique at T5 to consult with a gem specialist. Pieces available include the Serpenti watch, the snake-inspired design famously worn by Elizabeth Taylor.  

Bulgari kicked off the roll-out of its new fragrance counters in Rome last October.


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