The dream of blending the luxurious Italian essence of Bvlgari with the ancient charm of Bodrum, the Turkish sun, and summer fantasies is no longer a distant vision – it is now becoming a reality. As both a renowned jewellery house and a luxury collection of hotels and resorts, Bvlgari continues to captivate us with its magical surprises.
Enjoy this exclusive interview for NARGIS Magazine with Silvio Ursini, Group Executive Vice President of Bvlgari Hotels & Resorts, whose creative vision is deeply linked to the DNA of the brand.
How did Bvlgari decide to open hotels, and what was your first experience like?
The idea was actually first conceived in the late 1990s. We realised that our clients were looking for a more intimate connection with the brand – one that extended beyond jewellery and watches into lifestyle and the art of living. At that time, there were few truly top-tier luxury hotels. You had the classic institutions like the Ritz in Paris or Claridge’s in London, but many of the new hotels felt more commercial – what we’d call “business luxury.” Our clientele wanted something more special. So, we said, we don’t want to become a hotel chain. We’re not looking to open 50 or 100 properties. Perhaps just eight or ten, a small collection of Bvlgari homes. That’s how it all began. The first was in Milan. People were very sceptical. Some said, “You’re jewellers – what do you know about hotels?” But when we opened the Milano property, with its understated garden and refined atmosphere, people began to see how we were translating the Bvlgari philosophy into hospitality. Not commercial, but elegant and timeless.
What will make the Bodrum hotel and residences unique?
Bodrum itself is already an extraordinary destination. There are gorgeous landscapes, beautiful sea, and protection from strong winds. Take a boat here, and it feels like paradise compared to many other places. I love Bodrum. I’ve been there many times. In Greece, the wind can be overwhelming; in Italy, sometimes it’s cloudy; in France, the atmosphere isn’t always so warm. But here, everything aligns perfectly: climate, culture, charm. And then we found this incredible site. You’ve seen the construction – it’s already amazing. Imagine it when finished, with architecture and landscaping complete. It’s truly a hidden gem.
What inspires you when designing the interiors and exteriors?
When it comes to the mansions in particular, we strive to strike a delicate balance. We want to express contemporary Bvlgari style. Contemporary design can sometimes feel cold, but we aim for richness, warmth, and subtlety. After all, these are private homes. Their owners bring their own taste, art, rugs, and furniture. Our role is to create an elegant, understated stage where their personality can truly shine. In the hotel, the design language is more distinctly “Bvlgari”, whereas in the mansions, it’s more discreet. I also appreciate the sense of privacy these spaces offer. Every villa and hotel room enjoy uninterrupted views – there’s nothing but nature in sight. The site’s topography allows for a cascading effect, which is truly unique.
What will the Bodrum project offer that others don’t?
Each of our projects is different, and in Bodrum, it’s all about the balance between intimacy and vibrancy.
But when we opened the Milano property, with its understated garden and refined atmosphere, people began to see how we were translating the Bvlgari philosophy into hospitality
How does Bvlgari’s jewellery heritage influence the hotels?
The answer is rather metaphorical. We approach each hotel as if it were a fine jewel. First, we find the right stone. Then we clean it, design the jewel, and finally, set it. Similarly, we choose the location first. It’s a non-commercial approach, very much like creating a high-jewellery piece, something one-of-a-kind. Then, when you step into the hotel, you’ll find subtle nods to the brand: the star motif, the Pantheon mesh, the Caracalla fan patterns, archival images, vintage advertisements, and original sketches. There’s a refined feeling in everything, from the floral arrangements to the overall composition. It’s never overt or commercial, but it is unmistakably Bvlgari.
What are the three golden rules of hospitality at Bvlgari?
Interesting question. Of course, impeccable service. We believe in delivering it with authenticity and warmth. Service must be tailored to each individual. Each human is different. Some guests love to chat and you might find yourself in the lift asking, “How are you? Where are you coming from?” Others prefer quietude. It would be much easier to give the same speech to every guest, but reading people is an essential skill. And that’s what makes our service special. We avoid robotic routines. Instead, we foster real human connection.
The hotel is small, with just 40 rooms and 40 villas, making it exceptionally exclusive. In addition, we have 100 private mansions. Along the coastline, guests will find dynamic, high-energy zones: a beach club, a bar, Italian and Japanese restaurants, and even an amphitheatre. So, you can choose solitude or social connection.
How do you choose locations for new projects?
We’re very selective, and we’re not in a rush. A location must be vibrant and luxurious, like Bodrum. When I first stepped onto the future Milano site, I knew instantly and said, “Where do I sign?” It was the same in Rome. You simply feel it. In Paris, it’s different. The city is full of grand palaces, big hotels. So, we wanted something more intimate, almost like a private club. And it works, many of our guests return again and again.
Do you have brand ambassadors for the hotels?
Not officially. We have many friends, celebrities, and influencers, mostly the same ones associated with the jewellery brand, but we don’t use official ambassadors for the hotels.
Who are your partners here?
We only collaborate with people who are both financially strong and emotionally invested in the brand. They’ve visited our hotels in Rome, Dubai, and elsewhere – they’re genuine admirers of the brand. For them, it’s not just a business venture; they put their heart into it. Just yesterday, they said to me: “You remember everything, every detail, it’s incredible.” The truth is, I carry these projects in my heart. The last opening was in Rome two years ago, and the next will be in the Maldives. Because we open so few hotels, it allows me to curate each one carefully, like raising a child.
Do you have a favourite project?
Do you have children? Then you’ll understand – it’s hard to choose a favourite. Every hotel has been a personal journey into new cultures. But perhaps Milano, because it was the first. Bali also holds a special place in my heart. I lived there with my family for two months before opening. We became part of the local community, and the people there are truly extraordinary. Their culture and kindness stayed with me.
What is the mission of Bvlgari Hotels & Resorts?
It’s very simple: to bring the Bvlgari art of living into the world. We’re Italian, so our DNA includes design, cuisine, and service – everything done with warmth and style. We do pizza. Not because we have to, but because it’s not just any pizza. Our pizzas might come topped with raw shrimp or caviar. Even a margherita here is something unforgettable. For example, in Dubai, we partnered with a young, award-winning chef from Rome who makes the best pizza in the Middle East. That’s our philosophy: always collaborate with the very best.
