Bulgari is organizing a Serpenti exhibition at the Saatchi Gallery this fall

Nathalie Salmon

Bulgari will host an exhibition at London’s iconic Saatchi Gallery with artist and filmmaker Refik Anadol, who previously worked with the brand on an immersive, multi-sensory AI data sculpture in Milan.

This new exhibition is an evolution of that work and is the largest AI-powered artwork ever for a luxury brand, and the first-ever Refik Anadol exhibition in London.

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Refik Anadol x Bulgari

From November 25 to December 23, Bulgari will present an immersive experience in the famous Chelsea-based gallery. The exhibition will showcase the brand’s emblematic Serpenti. The Viper-inspired design is one of the brand’s most important icons and will teaser a year of celebrations coming in 2023 to mark the 75th anniversary of the Serpenti collection.

The Serpenti first appeared in 1948 as elegant wristwatches made with the famous “tubogas” technique which became an instant hit. Seducing and adorning the most inescapable actresses of the 1950s and 1960s, such as Elizabeth Taylor, the Italian luxury jeweler’s snake, adorned with gemstone eyes, quickly became one of Bulgari’s most desirable jewelry collections.

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Italian actress Claudia Cardinale wearing a Bulgari Serpenti bracelet, 1974

The exhibition will include heritage pieces of Serpenti jewelry and watchmaking from the brand’s archives from the 1940s to the present day with the latest high jewelry creations from the Roman jeweler.

It will also include an immersive experience room taking you into the “Metamorphosis of the Serpenti”. The unique AI developed by Refik will take explorers through the endless complexities of an ever-changing snake, showcasing its rebirth and different personalities while being wowed by the complementary sound and smell synonymous with Bulgari fragrances.

“Machine learning algorithms trained on over 200 million images of nature yield a fascinating visualization of an alternate reality of nature that mimics its textures, reminiscent of the evolution of the snake, a new interpretation of the meaning of metamorphosis”, explained Bulgari in a press release, “As an evocative premise of the Refik Anadol experience, the device is enriched with archive images and sketches in dialogue with the creations on display which will accurately illustrate the incessant evolution of the icon and its deep link with the feminine universe.

The exhibition will be open to the public from November 25 to December 23, access will be free and available by reservation on Bulgari.com.

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