Bulgari, 75 years of Serpenti. The exhibition that celebrates its history is in Milan

Entered the world of watchmaking Bulgarians at the end of the 1940s, Snakes it immediately became one of the iconic motifs of the maison. An expression of determination, strength and transformation, it has profoundly marked the history of the jewelery house, evolving but at the same time remaining faithful to its essence, to its original spirit.

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75 years have passed since then, but the disruptive force of this very identifying symbol continues to inspire precious Bulgari creations. This is why on the occasion of this anniversary, the brand has decided to launch the Serpenti Factory, a journey that embraces different aspects of the icon’s identity: from heritage to craftsmanship, up to multisensory technologies and the celebratory advertising campaign. An inspirational journey into the history and future of the Roman house, which will stop at Shanghai, Seoul, Dubai, Tokyo and Milan.

The capital of Italian fashion, the only European city involved, will host from 11 October to 16 November, at the Dazio di Levante in Piazza Sempione, the exhibition Serpenti 75 Years of Infinite Tales: a narrative journey through jewels, watches, videos and archive materials, which celebrate the unstoppable evolution of the icon, in a timeline that starts from the first Serpenti secret watches and the colorful creations of the 60s, passing through the Serpenti Viper collection, up to the extraordinary interpretations of High Jewellery.

For the occasion, several international and Italian artists were involved to interpret the Serpenti sign, thus showing the eclectic nature of the icon. Inside the Factory, you can admire the works created by Quayola, Sougwen Chung, Daniel Rozin, Cate Mand to be even closer to Milan, some of the artist’s works will also be exhibited Fabrizio “Bixio” Braghierioriginally from the Lombardy capital, as well as Filippo Salerni, young artist who will exhibit his installation outdoors so that the whole city can enjoy it.

The undisputed protagonists of the exhibition are the splendid creations Snakes coming from the Maison archives and private collections: watches, necklaces, bracelets, rings but also belts and bags. Among these treasures, two jewels never exhibited before: a pair of earrings and a ring in gold, black enamel and diamonds from around 1970.

A rich and engaging exhibition itinerary, which culminates today with the presentation, for the first time, of the new Serpenti High Jewelry jewelstrue works of art created by the expert hands of Bulgarian master goldsmiths.

All you have to do is secure your place by booking at this link. The exhibition Bulgari Serpenti 75 Years of Infinite Tales will be open to the public from October 11th to November 16th.