Bulgari Unveils « Serpenti 75 Years Of Infinite Tales » Exhibition In Milan

In 2023, Bulgari’s iconic Serpenti, a symbol of endless metamorphosis, will celebrate its 75th anniversary. Its enduring fascination, both contemporary and timeless, has evolved over three-quarters of a century while staying true to its original essence, solidifying its status as an emblem that embodies determination, strength, and transformation. It has profoundly impacted Bulgari’s history and the world of jewelry at large.

In 2023, to commemorate Serpenti’s 75th anniversary, Bulgari launched an international artistic initiative centered around the serpent as an endless source of creative inspiration: Serpenti Factory. This approach encompasses various aspects of the emblem, from heritage and craftsmanship to multisensory technologies and an advertising campaign celebrating the motif’s 75th anniversary. Bulgari selected only five cities worldwide for this special exhibition. After Shanghai and Seoul, Milan takes the stage for the sole European stop on this incredible journey.

Running from October 11 to November 16 at the Dazio di Levante in Piazza Sempione, the Serpenti 75 Years of Infinite Tales exhibition narrates the unstoppable evolution of the emblem through a temporal sequence. Visitors can explore jewelry, watches, videos, and archival documents, from the first secret Serpenti watches and colorful 1960s creations to the Serpenti Viper collection and extraordinary high jewelry interpretations.

For this occasion, various international and Italian artists were invited to provide their interpretations of the Serpenti emblem, showcasing its eclectic character. The Factory features works by Quayola, Sougwen Chung, Daniel Rozin, Cate M, as well as Fabrizio « Bixio » Braghieri and Filippo Salerni. These artists bring fresh perspectives on the snake symbol and its capacity for continuous adaptation and transformation.