Bulgari Hotel & Spa, London

The beautiful Bulgari hotel, spa and residences opened its doors on Knightsbridge in London in June 2012. I wrote the copy for their website and the Bulgari London Spa brochure. The copy needed to feel exactly right for this premium international brand.

The client had existing brand guidelines but I suggested that their current hotel web copy for Milan and Bali does not work as well as it could – and provided a detailed rationale for this. The client was open to suggestions for the London commission. To come up with the solution, I explored the language for their key products: Bulgari jewellery, leather goods and watches. I combined my suggestions with their brand guidelines to create the tone and style for the London hotel. The client is very happy with the result, which sits well within the Bulgari portfolio of niche products.

It’s interesting how this copy for Bulgari contrasts greatly with copy I’ve developed for other five star hotels, reflecting their different positions in the marketplace and their various brand personalities.



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