how to book and what you need to know

Bulgari snakes are seventy-five years old. A symbol of immortality and renewal, the House chose him as its vassal in the late 1940s. 1948 to be exact. It all starts with a watch with gold rings wrapped around the wrist; people immediately like it, and the snake, true to its metamorphic nature, becomes something else. They become necklaces, bracelets, bags, belts. It becomes an anthology of unparalleled luxury. Liz Taylor wears them (Burton said, “The only word Liz knows in Italian is Bulgari”) to play the role of Cleopatra and never takes them off again. Sophia Loren chooses them as an accessory for the red carpet. Grace Jones falls in love with him. And then Zendaya, who is at the film premiere Dunes

at the 2021 Venice Film Festival, she wears a Serpenti necklace with a ninety-three-carat emerald.

But the list of all the iconic moments witnessed by the Bulgarian Snakes is difficult to describe without forgetting some. There are Gina Lollobrigida and Marisa Berenson, Susan Sarandon and Naomi Watts, Dua Lipa and Bella Hadid. But for an anniversary like the seventy-fifth anniversary, it’s worth a try. So Bulgari opens the Serpenti factory and at the same time a traveling exhibition 75 years of endless fairy tales. Only stop in Italy: Milan, from October 11 to November 19 at Dazio di Levante in Piazza Sempione.

Exhibition 75 years of endless fairy tales aims to tell the story of an iconic gemstone. He does this by trying to uncover new, previously unknown aspects. Art, which has always been a common thread throughout the Serpenti Bulgari world, comes into play: the snake, collected by a number of contemporary artists, is interpreted in a 2.0 way. So here are interactive, technological and innovative works that add a new part to the world of Bulgari Serpenti and its immeasurable heritage.

And among modern works of art, jewelry stands out. Impressive, luxurious, unforgettable, guardians of a glorious past. Serpenti creations enchant and, above all, surprise directly from the archives of the Serpenti House: two gems that had never been exhibited until 1970. And the journey continues with new additions to the Serpenti High Jewelry family, such as the necklace Mediterranean Mystic Serpent –white gold, amethysts, emeralds and pavé diamonds – or parure Forbidden Ruby Snakes Consists of a necklace, bracelet and earrings.

The Serpenti Factory and the exhibition “75 Years of Endless Tales” will be held in Milan from October 11 to November 19. To book, click here.