In a nod to the 75th anniversary of the iconic Serpenti this year, Bulgari embarked on the Serpenti Factory, a global artistic initiative delving into the serpent as an inexhaustible treasure trove of creative inspiration. This initiative encompasses heritage, craftsmanship, multi-sensorial technologies, and a distinctive campaign that seamlessly melds the past, present, and future.
The Serpenti Factory was presented exclusively in five specially selected cities around the world: Shanghai, Seoul, Dubai and Tokyo, with Milan being the final stop in this creative tour. Bulgari’s tribute to Milan goes beyond this exhibition, emphasising the city’s crucial role in the global fashion and culture scene.
From October 11 to November 19, the Dazio di Levante in Piazza Sempione plays host to the “Serpenti: 75 Years of Infinite Tales” exhibition. Visitors embark on a voyage through a tapestry of jewels, timepieces, videos, and archival materials celebrating the Serpenti’s perpetual evolution. The exhibition spans from the initial Serpenti secret watches from the 1940s to the contemporary Serpenti Viper collection, culminating in a selection of jaw dropping high jewellery interpretations.
The Serpenti Factory exhibition also highlights the creative contributions of both international and Italian artists. From Quayola’s live robotic performance crafting algorithmic variations to Sougwen Chung’s multimedia sculpture and Daniel Rozin’s interactive mechanical mirror, the artistic spectrum on display within the Factory reverberates with the Serpenti’s multifaceted nature.
Local Milanese artists Fabrizio “Bixio” Braghieri and Filippo Salerni weave their interpretations of the Serpenti emblem into the fabric of the exhibition. Their creations underscore the serpent’s symbolic embodiment of metamorphosis.
Undoubtedly, the stars of the exhibition are the resplendent Serpenti creations drawn from Bulgari’s archives and private collections. Among these treasures are watches, necklaces, bracelets, rings, belts, and bags, all showcasing the serpent’s influence on diverse forms of jewellery and accessories.
Serpenti creations through the ages
The exhibition also unveils new designs of Serpenti high jewellery, representing veritable masterpieces crafted by Bulgari’s seasoned goldsmiths. Among these are the Mediterranean Mystic Serpenti necklace, Diamond Tree Serpenti necklace and the Forbidden Ruby Serpenti set. The latter is set with delicate gold spheres, interspersed with twenty carré-cut diamonds, buff top rubies and pavé diamonds, arranged to suggest snake scales. The highlight is a 3.81 ct pear-cut cabochon ruby hanging in the middle of the necklace.
