The Latest Innovations in Bulgari’s Serpenti Collection

Rome-based luxury jeweller Bulgari have partnered with award-winning media artist and director Refik Anadol to release an AI-powered artwork inspired by their Serpenti collection. This modern artwork installation coincides with the release of the latest iteration of the Serpenti jewellery collection. 

Bulgari released the first iteration of the Serpenti collection over 70 years ago. Since then, the collection has been evolving and adapting to suit the times and reflect the ever-changing nature of creation. The collection’s latest incarnation blends contemporary contours through a mixture of geometric scales set with dazzling diamonds and the sensual curvature of the coils. Serpenti earrings seduce the eye with a gold body and sparkling diamonds; they achieve a harmony between the smooth and sinuous curves and the angular shapes of the geometric scales. Necklaces in the collection have a spellbinding long body that creates a celebration of the endless energy and glamour of the Serpenti emblem. Bracelets wrap wrists and arms in their supple and sinuous coils, expertly displaying the diamond-set scales’ alluring design and spectacular craftsmanship. 

Refik Anadol’s modern artwork is a remarkable synthesis of art and technology; he takes inspiration from the over 70 years old Serpenti collection and reimagines it using new technology. The Turkish, 36-year-old new media artist is best known for his projects that utilise artificial intelligence to create abstract, dream-like environments. Bulgari commissioned Anadol to create a concept inspired by and embodying the Serpenti. He came up with an immersive, multi-sensory, 3D sculpture called Serpenti Metamorphosis. The artwork celebrates nature through the transformation of algorithm-processed data, which reflects Bulgari’s ability to shape the rarest and most precious materials into beautiful creations. The immersive experience is currently set up in the Piazza Duomo in Milan and will journey to many other cities in the world. Alongside Serpenti Metamorphosis, Bulgari will display some of their most iconic Serpenti creations in their store in Via Montenapoleone. Once Serpenti Metamorphosis has finished touring, it is set to be auctioned as an AI-driven NFT. Money raised from the auction will go to a charity chosen by Bulgari and Anadol. 

The Serpenti Metamorphosis exhibition is one of the first of its kind. Bulgari CEO Jean-Christophe Babin said, in an interview, “This project is, therefore, the perfect example of how Bulgari is able to achieve a real metamorphosis of the luxury experience becoming more emotionally immersive than ever through the use of new technologies.” Exhibitions like this are bound to become more common as luxury fashion and jewellery brands expand into the NFT market. Perhaps AI-driven artworks will be a more significant part of fashion shows and jewellery exhibitions in the future.

Zendaya frequently wears pieces from the Serpenti collections at red carpet events, and she has advertised the collection on her Instagram. Serpenti items have also been worn on the red carpet by Jessica Biel, Charlize Theron, Kris Wu and model Karolina Kurkova.