Bvlgari inaugurates its largest Serpenti Factory, hosted by the prestigious Genesis Art Gallery designed by Tadao Ando, marking the Grand Finale of two years-long celebrations dedicated to its icon Serpenti.

In 2023, in celebration of the 75th anniversary of the iconic Serpenti collection, Bvlgari launched the Serpenti Factory, an artistic initiative focusing on the snake as an endless source of creative production, drawing on the imagery of the icon to discover how the inspirations, symbols, techniques and archives of the Maison continue to influence the inexhaustible creativity and craftsmanship of Serpenti. The project includes a series of creative collaborations between Bvlgari and international contemporary artists who developed exclusive artworks shedding light on the eclectic nature of Serpenti and its ability to embrace constant metamorphosis.

London, Madrid, Shanghai, Seoul, New York, Los Angeles, Dubai, Milan, Tokyo, and now, Beijing: after a two years-long journey which saw the involvement of local and international artists, the Serpenti Factory returns to China for its Grand Finale in Beijing. Here, in the prestigious setting of the Genesis Art Gallery, designed by the visionary Japanese architect Tadao Ando, the largest Serpenti Factory ever opened to the public from July 19 to August 18. Opening its doors for the very first time to a luxury House for an exhibition, the exclusive location stands close to the Bvlgari Hotel Beijing. With a mesmerizing selection of 18 Serpenti-inspired artworks, created exclusively for Bvlgari, the ‘Serpenti Infinite Tales’ exhibition sees the highest participation of artists of the whole journey, displaying a series of new unpublished works as well of some of the most iconic artworks of the previous international stages. A memorable ending of Serpenti’s 75th anniversary celebrations, elevating the icon’s timeless fascination and perpetual evolution into many and multifaceted forms of art.

“Over the years, the ever-evolving serpent symbol has continuously ignited the imagination of various cultures, including that of Bvlgari. The Serpenti icon for us embodies a profound connection with the world of arts, and the Serpenti Factory is an exceptional representation of this spirit. It fosters a dialogue between Eastern and Western cultures, enhancing the Maison’s cultural identity, built through 140 years of history of the brand.” Commented Jean-Christophe Babin, Bvlgari CEO.

Embracing many territories that are part of the symbol’s identity, from heritage to craftsmanship, through multisensory technologies and the latest campaigns, the exhibition unfolds into five different chapters unveiling the infinite facets of the icon: The Legend of a Sign (I), Crafting Sinuosity (II), Serpenti Echo (III), The Serpent New Legend (IV) and Serpenti Imagery (V).