Martin Lindstrom has visited the exquisite Bvlgari Hotel Resort in Bali and interviews the general manager, Robert, in order to understand how the 125 years old Italian jewellery firm has been able to transform their famous brand from jewels and watches into the business of hotels and restaurants. The general manager explains that they through the process were loyal to the vision of the original mother brand and all the way stayed true to who they are. At the same time it was essential to create a sense of belonging to the people of Bali, the hospitality in the Balinese culture and the authenticity and harmony between urban surroundings and nature. In that way the Bvlgari trademark of excellence and prestige, style and beauty embrace the philosophy behind the resorts unique location, Italian design and personalized service. Lindstrom summarises that in his opinion this addition to the core product selection is perhaps the best way for the classic luxury brand to satisfy existing costumers and at the same time attract new people in the high-end scale of personal wellness.