The Bvlgari Serpenti collection is born and reborn again. Eternal symbol of endless evolution, thrilling metamorphosis and inexhaustible creativity of the Roman House, the iconic snake appeared to the world in unusual skin as a multimedia work of art created by the award-winning media artist and filmmaker Refik Anadol.
Located in Milan's central square, Piazza Duomo, a symbol of the city and a meeting place for thousands of its residents and guests, the Serpenti Metamorphosis installation was unveiled on the morning of October 6 at the opening ceremony, which was attended by Bvlgari Group CEO Jean-Christophe Babin and artist Refik Anadol, along with the wonderful patroness of the event, Chiara Ferragni. Awarded in 2020 the Ambrogino d'Oro, the highest honor of the municipality of Milan, for putting her fame at the service of the city, Bvlgari's influencer and global PR ambassador played a special role in this celebration.
Inspired by the concept of metamorphosis, the multimedia installation celebrates the beauty of nature and the Bvlgari snake by processing artificial intelligence data in dynamic 3D sculptures. Refik Anadol used over 200 million nature images and 160 million flower images to create what will be remembered as the first large-scale immersive art of NFT luxury and art driven by artificial intelligence. Milan marks just the beginning of a journey that will continue in different cities around the world and culminate in the transformation into a multi-sensory and multidimensional work of art NFT (Non-Fungible Token) for auction.
As part of the charitable commitment of the House, which has partnered with Save the Children since 2009, and has been at the forefront of the fight against the pandemic with the Bvlgari Virus Free Fund, the proceeds will be donated to be designated by Refik Anadol and Bvlgari.
The snake renaissance continued with an exclusive party at the breathtaking Terrazza Duomo 21. An immersive experience in the universe of this legendary symbol, combining art and glamor, modern spirit and primordial charm, the evening staged some of the endless transformations and metamorphoses of the snake. Multisensory rooms on the border between art and reality, incredible hairstyles and outstanding artists, reminiscent of the rounded lines of a hypnotic animal, and, of course, countless jewelry creations - mesmerizing heroes of the precious and timeless beauty of Bvlgari Serpenti.
The party was attended by many prominent personalities from the world of science, entrepreneurship and culture of Italy, as well as a whole galaxy of international guests, including Chiara Ferragni, Elodie, Tina Kunaki, Esther Exposito, Natalie Osmann, Maria Minogarova, Daria Klyukina, Dina Saeva, Marie List, Serenay Saricaya, Alessia Marcuzzi, Alice Pagani, Vittoria Puccini, Francesca Michelin, Levante, Alisa Campello, Alvaro Morata, Philippe Lagerbach, Daniele Bossari, Nima Benati, Riccardo Mandolini, Lorenzo Alvarezolo and Nieves.
The guests were presented with an extraordinary musical performance by the Italian singer Noemi, followed by a hypnotic DJ set by Graziano della Nebbia.
A visit to the installation can be booked using the link or using a special QR code. Completing the Serpenti storyline, the Bvlgari boutique on Via Montenapoleone will host an exhibition from October 4th to 30th, which will showcase some of Serpenti's most iconic creations from the 1940s to the 1960s.