Bulgari's Serpenti turns 75, with a dedicated exhibition coming soon





The infinite transformations of the Bulgarian Snakes are the protagonists of an exhibition that will embrace the whole world. To celebrate Serpenti's 75th anniversary, the maison is promoting an international artistic initiative, the Serpenti Factory. The experience will be held in different cities around the world, and will lead visitors to discover the infinite metamorphoses of an icon in a multi-sensory journey between past, present and future. Bulgari has chosen to continue its personal homage to the city of Milan by making it the protagonist of the only European stage of this event.


From 11 October to 19 November in the spaces of the Dazio di Levante in Piazza Sempione you can visit the exhibition "Serpenti 75 Years of Infinite Tales": a narrative journey through jewels, watches, videos and archive materials. For the occasion, six international and Italian artists, Davide Quayola, Sougwen Chung, Daniel Rozin, Cate M, Fabrizio "Bixio" Braghieri and Filippo Salerni, were involved to interpret the eclectic nature of the Serpenti sign with their works. A tribute in the name of art to the famous Bulgari icon, symbol of eternal rebirth and bold metamorphoses. After Milan, the event will stop in Shanghai, Seoul, Dubai and Tokyo.


Emblem of eternal modernity, Serpenti has continued to be reborn for 75 years thanks to Bulgari's creativity and mastery in giving life to infinite shapes and new designs. Introduced in 1948 as precious jewel watches to be wrapped around the wrist, the Serpenti creations make their debut with a supple and stylized body, created using the iconic Tubogas technique. In the 1950s, the transition to a more realistic style; an evolution that culminated in the 1960s, when new creative experiments enriched the icon with gems and scales in polychrome enamel.


It was in 1962 that the snake became internationally famous, thanks to a photo portraying Elizabeth Taylor on the set of Cleopatra in Rome, while she was wearing a Serpenti watch studded with diamonds. But there are many stars who have fallen into its coils: from Gina Lollobrigida to Charlize Theron, from Anna Magnani to Anne Hathaway up to Bella Hadid and Zendaya. Over the years, Serpenti jewels and watches have been accompanied by numerous accessories, including clutch bags and bags in fine leather. The most recent chapter is the Serpenti Viper line which transforms the iconic snake scale motif into a refined design element.

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