Bulgari jewels and watches are synonymous with enchantment and elegance: beloved by celebrities, between dreamlike inspirations and craftsmanship they represent the most refined Italian spirit and are, at the same time, works of art of tangible beauty.
Maison with a strong identity capable of constantly renewing itself while always remaining faithful to its original spirit and the values of Italian excellence, today Bulgari celebrates 75 years of the iconic Serpenti in Milan with the Serpenti Factory and the "75 Years of Infinite Tales" exhibition from 11 October to 19 November at the Dazio di Levante in Piazza Sempione.
Milan is the only European stage of these celebrations, Bulgari's homage to the capital of fashion and culture: the exhibition arrives only in some selected cities around the world, namely Shanghai, Seoul, Dubai and Tokyo.
Bulgari Factory: an anniversary dedicated to art
At the center of the Bulgari Factory artistic initiative is the snake, an icon of the Bulgari house, bearer of profound meanings and a continuous source of inspiration for the maison and for art in general.
Quayola, Sougwen Chung, Daniel Rozin, Cate M, Fabrizio “Bixio” Braghieri and Filippo Salerni: several international and Italian artists are involved, in the setting of the Bulgari Factory, to offer their personal interpretation of the Serpenti collection and give shape to the various mutations of this symbol. In particular, the watercolors by Fabrizio “Bixio” Braghieri and the site specific installation _Res Flecto_ by Filippo Salerni are a declared homage to the city of Milan .
The exhibition traces the history of the Roman brand, through archive pieces and from private collections: watches, necklaces, bracelets, rings, belts, bags, but also jewelery never exhibited before, following a temporal sequence that goes from the Heritage pieces to the more contemporary ones up to the Bulgari high jewelery masterpieces. Among all, the Mediterranean Mystic Serpenti necklace in white gold leaves you breathless with its 10.03-carat oval cabochon-cut emerald.
The Serpenti collection from watch to jewel: the evolution of the Bulgari icon
It was the end of the 1940s when Bulgari chose the snake as the protagonist of a line of precious watches, an animal that for various cultures is a symbol of rebirth and renewal. Sinuous and bold, the first Serpenti wraps the wrist with its flexible lines without welding, made with the Tubogas technique in gold or steel.
Liz Taylor, who exhibited her Serpenti in gold, diamonds and emeralds on set during breaks from filming Cleopatra in 1962, is responsible for the fame of what is in all respects the most desired jewel watch. From this moment on, the mutations of the iconic "snake" follow one another year after year, confirming themselves as a source of inspiration for countless experiments: the snake is enriched, for example, with scales in polychrome enamel, thanks to increasingly complex processes carried out by great masters of the goldsmith's art.
Contaminations add to the mutations: the Snake also conquers the jewelery line of the Roman maison. In the 1970s , necklaces and bracelets with the Bulgari Snake made in different materials, from gold to steel to leather, were already the timeless emblem of the brand.
The 80s marked the great trend of logomania, anticipated by Bulgari with the BVLGARI BVLGARI watch of 1977: the "Bvlgari" brand was engraved twice also around the bezel of the Serpenti Tubogas and was a constant presence on celebrity catwalks. In the 1990s, the Bulgari snake ring with three turns, studded with gems, was also added to the jewelery collection.
Changing skin to always renew itself, leaving the world speechless: infinite precious reinterpretations over the years have characterized the changing nature of the Bulgari icon which in the recent Serpenti Viper collection wears a decidedly contemporary look. The body of the ophid is characterized by scales with geometric lines that bewitch at first glance.
Discover the bewitching charm of Bulgari Serpenti watches .
The anniversary of Serpenti Bulgari in Milan: an immersive experience
The exhibition itinerary includes a series of multisensory and interactive experiences. In the Experience Room you can live an immersive experience in the world of Serpenti, while in the Infinity Room you can retrace the history of the icon through a 3D journey.
There is also space for the playful aspect with the Bulgari Snake Game , a game inspired by Serpenti whose aim is to collect as many gems as possible, and then also for the screening of the docufilm "Inside The Dream" thanks to Cinemino, a journey into the creation of Alta's masterpieces Serpenti Jewellery, from the search for precious stones to the red carpet fashion show.
All highly enchanting experiences that tell, through different means, the wonderful skin changes of the Serpenti archetype, increasing the anticipation and curiosity for future mutations.
