Buon Compleanno: Bulgari Celebrates the 75th Anniversary of its Iconic Serpent Motif

“Serpenti 75 Years of Infinite Tales” recontextualises the serpent into a boundless source of creative inspiration, breathing new life into this iconic collection.

Article by T Australia

Bulgari Serpenti_Milan_1Sculpture Factory Serpenti Quayola. Photograph @BASILICO, courtesy of Bulgari.

In a celebration of Bulgari’s iconic Serpenti collection’s 75th birthday, the “Serpenti 75 Years of Infinite Tales” show has officially landed in Milan, marking its only European stop on a global tour that spans cities including Shanghai, Seoul, Dubai, and Tokyo.

The exhibition, housed at the Dazio di Levante in Piazza Sempione, is an immersive narrative journey through 75 years of Serpenti’s evolution, encompassing extraordinary heritage jewellery and watches, as well as High Jewellery creations from the Maison.

What sets this exhibition apart is its reflection of the eclectic nature of the Serpenti symbol, brought to life through the interpretations of six talented artists, including Italian and international talents like Quayola, Sougwen Chung, Daniel Rozin, Cate M, Fabrizio “Bixio” Braghieri, and Filippo Salerni. The latter two, who hail from Milan, underscore Bulgari’s deep connection to the city, celebrated not only for its fashion but also its rich culture and art.

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"LIFE LINES", Sougwen Chung. Photograph @BASILICO, courtesy of Bulgari.
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Bulgari High Jewellery display. Photograph @BASILICO, courtesy of Bulgari.

The exclusive event saw a star-studded guest list, including the likes of Cailee Spaeny, the new ambassador of Omnia perfume for women, and friends of the Bulgari brand such as Olympia of Greece, Anna Cleveland, Turkish actress Serenay Sarikaya, Francesca Michielin, Matilde Gioli, Vittoria Puccini, Cristiana Capotondi, and Miriam Leone.

The Serpenti Factory will run from October 11 to November 19, offering a captivating journey into the world of Bulgari’s iconic Serpenti collection. To enhance your experience, students from the Luxury Goods Management master’s course (EMLUX) at Milan Cattolica University will be on hand to guide visitors through the show.

Bulgari’s collaboration with Milanese artists also extends to its boutique in Via del Gesù 4, where two monumental Cuori Fragili (“Fragile Hearts” by Bixio) can be admired. Additionally, the Bulgari Hotel in Milan will host the “Aftermath of a Snake Deconstruction” installation by sculptor Filippo Salerni.