Precious Rome: Bulgari Reimagines EUR as the Atelier of the Future

By the end of 2026, EUR is set to become the new epicenter of Italian high jewelry. Bulgari has chosen to establish its new hub within the historic building at Via del Turismo 30 — the former “Ristorante,” constructed between 1939 and 1954 and, for many years, home to Rome Capital’s Department of Urban Planning and Development.

Here, tradition, craftsmanship and education converge in a project that is not merely industrial, but profoundly cultural.

Regenerating History to Shape the Future

Bulgari Gioielli Spa’s project involves the restoration and adaptive redevelopment of the building, preserving its architectural value while transforming it into a high-end artisanal workshop. The property will host executive offices, exhibition spaces and a dedicated jewelry production area, with the aim of combining manufacturing excellence with public accessibility.

Rather than functioning as a traditional museum, the space will allow visitors to engage directly with the art of fine jewelry-making and discover heritage creations alongside collections presented to clients, media and collectors. Up to 100 new jobs are expected to enrich the surrounding urban fabric, further reinforcing Rome’s strategic role within the maison’s global operations.

The Art of Education

Fondazione Bulgari, in collaboration with the Municipality of Rome, will launch advanced educational programs for young people aged 14 to 18, initially focusing on the districts of Ostia and Acilia, with the ambition of eventually extending the initiative directly to EUR.

The objective is to create a bridge between education and professional practice, allowing students to engage with the world of high jewelry through hands-on experiences. In this vision, Rome becomes not only a city of history and culture, but also a living laboratory where artisanal tradition evolves into educational and professional opportunity.

An International Hub of Excellence

Through this initiative, Bulgari reaffirms its commitment to positioning the Italian capital as a global reference point for high jewelry. The project combines private investment, respect for architectural heritage and contemporary vision — creating a dialogue between past and future that transforms a historic building into a place of innovation and beauty.

With its modernist geometry and strong urban identity, EUR becomes the ideal setting for a space that serves simultaneously as a production hub, a showcase for exclusive creations and a center for the education of future generations.

With the opening of the new atelier, Bulgari is not only enriching the city’s cultural and artisanal heritage, but also strengthening Rome’s role as a global luxury capital — a place where creative excellence and prestigious real estate investment converge, transforming the Eternal City into a contemporary stage for art, craftsmanship and exclusive living.