by Mirella Haddad
For this year’s Design Week in Milan, luxury Italian jewelry brand Bulgari celebrate their iconic Serpenti motif with an innovative installation created by renowned architect Zaha Hadid. A timeless symbol of rebirth and sensuality for both the East and the West, the Serpenti motif has been Bulgari’s source of inspiration since the 1940s. Since then, this feminine motif has been reinterpreted by the brand to fit the aesthetic trends of the time.
The 20-meter long and 3-meter high structure was designed by the architect for Bulgari’s pavilion at the 2011 Abu Dhabi Art Fair. It will be featured in the Bulgari Hotel of Milan from April 14th until April 19th. Embodying the idea of constant change, the installation combines fluid and geometric shapes, reminiscent of Hadid’s style and designs that express the chaos of the modern times.
In line with Bulgari’s creativity and bold combinations of colored stones, the installation in Bulgari Hotel gardens reflects the perfect harmony between rigorous proportions and rounded shapes. The polygons of the structure will feature a selection of stunning Serpenti creations from the forties to today. Embodying the brand’s identity, the serpent is an ideal illustration of Bulgari’s evolution over 130 years, all the while remaining true to its one-of-a-kind style.
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