Bulgari is recognized by its high-jewelry creations, mostly through the Serpenti collection. When celebrating its Diamond jubilee, the iconic snake keeps shedding skin thru creativity and vision from the roman jewel-master the launched it, suggesting new pieces.


Its 75years o history, having as protagonist the serpent’s constant metamorphosis, or better yet, the Serpenti’s that gives form to unique creations. This collection’s reinterpretations are endless, and the current suggestions celebrate Rome’s Golden Age’s splendor.

            The present allies itself to a past of glory and luxury, which translates in the gathered legacy in the infinite tales expositions that celebrates Bulgari’s 75 years and made a debut in the Museum of Contemporary Art in Shanghai, launching the Serpenti Factory, an artistic initiative focused on the snake as an endless source of creative production. This way, it awakens its own vision of the mythic serpent.

The action occurs in different cities from all around the world, inviting the guests to explore the infinite metamorphosis of the icon by a multisensorial route that unites past, present, and future. Follows Seoul, Milan, Tokyo, and Beijing.

In collaboration with Refik Anadol, for two months Bulgari took care of Thyssen-Bornemisza Nacional Museum, in Madrid. In exhibition was a selection of historical jewels and watch-craft pieces that date back to the 1940’s to now, as well as the luxury Italian house’s archives. Visitors also enjoyed an immersive experience, with Artificial Intelligence artworks developed by Anadol. A fragrance also developed by AI and called Rainforest Serpenti scented the immersive room, and an exclusive Serpenti necklace with matching earrings, created exclusively for the anniversary, stood out as Serpenti Blue Heavens.

Bulgari is celebrating, continuing in the art of jewellery-making for timeless beauty.



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