Serpenti Factory: Bulgari celebrates the Serpenti’s 75th anniversary
Inspiration, art and legacy converge to lead the snake symbol into the future with the power of perpetual transformation.
History and culture from East to West have long prized this iconic creature through the millenia—Bulgari’s liaison with the serpent began in 1948, debuting as jewellery-watches to be wrapped around the wrist.
Represented by the ouroboros—a snake biting its tail to form an infinite circle without beginning or end—Bulgari’s Serpenti is emblematic of female strength and transcends time, space and creativity.
From the early stylised and supple Tubogas renditions crafted using masterful goldsmithing sans soldering, innovation and metamorphosis would become the leitmotif of Bulgari’s snake icon. The 1950s then introduced a figurative aesthetic with ruby, emerald or diamond eyes adorning the Serpenti’s head before culminating in the stylistic reimagining of the reptile’s livery in the ’60s.
As it morphed and transformed from heritage to the contemporary interpretations, the Bulgari Serpenti has mesmerised with striking colour combinations, unconventional materials, captivating design and peerless craftsmanship.
“Reinterpreting Serpenti sign over and over without changing its identity is an inspiring challenge,” said Lucia Silvestri, Bulgari Jewellery Creative Director. “It is this perfect balance between its heritage and creativity evolution that has made the icon truly timeless and always in step with the times.”
To illustrate the stunning evolution of the Serpenti’s sinuous lines and sensual moves across the decades is the 75 Years Of Infinite Tales campaign, entrancingly lensed by Scandebergs photography duo.
THE SERPENTI FACTORY
Over time, the art world has also opened up ample opportunities for the serpent to serve as a symbol of inspiration and creative experimentation for Bulgari.
The Maison has just launched the Serpenti Factory, an artistic initiative that pays homage to its enduring icon, encapsulating heritage, craftsmanship, multisensory technologies and a new campaign for the Serpenti’s 75th anniversary.
As part of the project to be unveiled over the course of year is a series of creative collaborations with this century’s visionary contemporary artists such as Refik Anadol, Davide Quayola, Daniel Rozin, Sougwen Chung and Cate M, who will be presenting specially developed exclusive artworks.
Paving the way for these synergies is the Serpenti by Refik Anadol exhibition, set to kick-start at the Thyssen-Bornemisza National Museum in Madrid in February 2023.
For the rest of 2023, the Serpenti Factory will be travelling across the world from China to the US and throughout Europe, not only featuring the work of local artists but also unveiling a new metamorphosis of the Serpenti along the journey’s various phases.
“For 75 years Bulgari has shown its audacious creativity, ingenious craftsmanship and modern spirit through its emblematic Serpenti creations inspired by the jewels of Cleopatra, in a Rome of more than 2000 years ago.
They convey endless tales, artistry and empowerment. It expanded the boundaries of jewellery, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bulgari icon of endless metamorphosis,” said Jean-Christophe Babin, CEO of the Bulgari Group.
Scroll down to see a selection of images from the 75 Years Of Infinite Tales campaign:
