Selfridges' Corner Shop invites the world’s biggest brands to stage creative installations that push retail concepts to new levels. The latest luxury label to fill the prestigious store space is Bulgari, which is giving immersive shopping a decidedly Old Hollywood flourish.

To celebrate the global launch of its Cinemagia jewellery collection, the Italian maison is building a Cinemania pop-up boutique – and it’s as fabulous as it sounds. Housed in the shop-within-a-shop is a jewellery bar showcasing the Bulgari trinkets that are exclusive to Selfridges, such as the special-edition Serpenti Tubogas watch – there are only 20 available – which has been reinvented with a guilloché green dial. There’s also a world preview of the Divas’ Dream necklace. Each of the unprecedented colour combinations and gemstone cuts has been created in homage to the magical quality of the movies.

Alongside the jewellery displays, there is a popcorn station and a “social corner” – which will add further to the overall cinematic effect of the pop-up boutique.

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As well as being catnip for Instagrammers, the pop-up celebrates Bulgari’s decades-long relationship with the stars of the big screen. The storied jeweller has created special pieces as tributes to actors over the decades, including doyennes Elizabeth Taylor, Audrey Hepburn, Ingrid Bergman, Gina Lollobrigida, Anita Ekberg and Sophia Loren, as well as modern-day stars.

To bring the Hollywood homage full circle, Bulgari has channelled the glamour of the household-name stars into three of its bestselling Serpenti Forever bags. Three pieces from the collection of six feature a lead actress adorned with Bulgari jewels printed on leather, and the others focus on her life behind the lens.

The heyday of Italian cinema was a key source of inspiration for the Bulgari team behind Cinemania, right down to the packaging that the products come carefully wrapped in. Shopping for jewellery will never be the same again.

The Bulgari Cinemania pop-up will be staged in Selfridges’ Corner Shop from 8 July to 4 August, at Selfridges Oxford Street, London

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