Bulgari hosts the Bulgari Serpenti 75 Years of Infinite Tales exhibition in Milan this week, the only European stop in the exhibition’s global tour (among Shanghai, Seoul, Tokyo and Dubai). To commemorate the diamond anniversary of the symbol of continual metamorphosis, which began life at the house in the late 1940s as jewellery watches in the coiled wraparound style called Tubogas, Bulgari launched Serpenti Factory, an international initiative.
At the Dazio di Levante, in Milan’s Piazza Sempione, exhibits include jewellery, watches, archival materials, and videos from Bulgari, along with artistic interpretations of the Serpenti by Quayola, Sougwen Chung, Daniel Rozin, Cate M, Fabrizio “Bixio” Braghieri, and Filippo Salerni. Personalities in attendance for the opening event included celebrities and friends of the brand, from Olympia of Greece to Cailee Spaeny, the newly appointed ambassador of the Bulgari Omnia fragrance.
Here’s who showed up to take in the history of the Bulgari Serpenti in Milan.