Bulgari inaugurated the immersive multimedia installation 'Serpenti Metamorphosis' created with artificial intelligence created by the media artist Refik Anadol

The Serpenti collection of jewelry and watches by Bulgari is born and reborn again. Always a symbol of unstoppable evolution and fascinating metamorphosis, the iconic snake, emblem of the inexhaustible creativity of the Roman maison, presents itself to the world in a new guise, that of the multimedia work created by the award-winning media artist and director Refik Anadol thanks to artificial intelligence. Located in Piazza Duomo, the installation is open to the public until 31 October.

Read also: Refik Anadol: AI is art, language, hope

A godmother of exception

Housed in the symbolic place of Milan, a meeting point for thousands of citizens and visitors every year, the installation Serpenti Metamorphosis was inaugurated with an opening ceremony that saw as protagonists the CEO of the Bulgari Group Jean-Christophe Babin and the artist Refik Anadol, together to the godmother Chiara Ferragni, entrepreneur, influencer and Global PR Ambassador of Bulgari.

The numbers of the NFT multisensory and multidimensional work of art

Inspired by the concept of metamorphosis, the multimedia installation celebrates the beauty of nature and the snake by Bulgari through the reworking of artificial intelligence data in dynamic 3D sculptures. Refik Anadol, who self-produced the work with his multi-ethnic team based in Los Angeles, used more than 200 million images of nature and 160 million images of flowers to create what will be remembered as the first immersive NFT (Non-Fungible Token) luxury and large-scale based on artificial intelligence.

What is Crypto art

Milan marks the beginning of a journey that will continue in various cities around the world to end with the conversion of the installation into a multisensory and multidimensional work of art NFT sold at auction. Embracing the last frontier of Crypto art, or the transformation of traditional works of art into virtual images, Bulgari and Refik Anadol have decided to tokenize Serpenti Metamorphosis thus making it unique, eternal and collectible by associating it with a token capable of proving the author of the work, provenance and ownership.

The metamorphosis of the luxury experience

The work Serpenti Metamorfosi will become exclusive and unique in the digital world thanks to the NFT - Non-Fungible Token technology that uses the potential of the blockchain making a work of art exclusive and unrepeatable. 'art in the digital universe” explains Jean-Christophe Babin , CEO of the Bulgari Group. “This project is therefore the perfect example of how Bulgari is able to create a real metamorphosis of the luxury experience, becoming emotionally more engaging than ever through the use of new technologies”.

Charitable commitment

Partner of Save the Children since 2009 and at the forefront of the fight against the pandemic through the Bulgari Virus Free Fund, the maison will donate the proceeds of the sale to charity to a recipient who will then be agreed with Refik Anadol.

How to book to visit the installation

To visit the installation you can book on this link or via the QR code shown at the entrance to the opera, on the windows of the Rinascente in Piazza Duomo and the Bulgari boutique in via Montenapoleone, as well as on the advertising billboards displayed in various parts of the city. All guided tours are conducted by experienced students of the Politecnico di Milano.

The exhibition in the Bulgari boutique

To complete the narrative path dedicated to Serpenti, the Bulgari store in via Montenapoleone will host from 6 to 30 October an exhibition with some of the most significant creations of the collection. The retrospective open to the public will range from the first Serpenti Tubogas watch models dating back to the late 1940s to the sumptuous watch-bracelets of the 1960s.


Ph. cover: Bulgari Serpenti Metamorphosis by Refik Anadol. Ph. Daniele Venturelli / Getty Images for Bulgari.