As others exit Union Square, Bulgari opens new flagship in historic S.F. building
The 3,500-square-foot boutique at 206 Grant Avenue replaces Bulgari's previous location on Stockton Street and showcases the brand's signature blend of Roman-inspired architecture and contemporary luxury.
The space includes two salons for private client experiences, a custom chandelier featuring 300 crystal wands by Italian glassmaker Venini, and a decorative panel by Milan-based studio Pictalab that merges the skylines of Rome and San Francisco.
'We're proud to bring a unique blend of artistry, tradition and modern energy to the heart of this iconic city,' said Hervé Perrot, Bulgari's North America president, in a statement to Women's Wear Daily. 'San Francisco, with its rich history, vibrant culture, and global spirit, is the perfect place for us.'
Founded in Rome in 1884 and now part of the LVMH Moët Hennessy Louis Vuitton portfolio, Bulgari will offer its signature collections of fine jewelry, watches and handbags at the new location.
Oakland-born actress Zendaya is an ambassador for the brand.
Originally expected to open in fall 2025, the boutique now anchors a luxury corridor that includes Dior, Cartier and Harry Winston. The space was formerly occupied by The North Face, which vacated in early 2024 at the landlord's request.
Grosvenor, the property's owner, revealed at the time that it had been in negotiations with Bulgari for over a year before the lease was finalized. It invested millions to reconfigure the space ahead of Bulgari's move, to cater to the brand's 'unique needs'
'Grosvenor was intentional in their selection of an iconic, long-term partner for one of the most productive and elevated retail intersections on the West Coast,' said CBRE's Laura Barr, who brokered the deal, in a statement. 'This will serve as a capstone not only for Grant Avenue but another win for the Post Street corridor which continues to strengthen.'
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