Here is a serpent-like structure you’ll want to look at closely! Luxury Italian brand “Bulgari Jewelry” wanted to showcase some of its famous Serpenti collections dating back to the 60s, right up to the latest trends, during the 2015 edition of the Milan design week.
For this showcase, they sought the creative genius of architect Zaha Hadid Architects. This temporary ‘Serpenti Installation’ by the designer-befittingly called ‘Serpenti’ (Italian for ‘snake’)- features a 20-meter-long pavilion in the garden of the brand’s famous Bulgari hotel. Since making its debut in the 40s on the masons watches, Serpenti has grown over the decades into an entire collection of bags, jewelry, and other accessories.
©Bulgari
Serpenti Installation’s Concept
Zaha Hadid Architects’ concept celebrates Bulgari’s signature, which pays homage to the brand’s rich Roman past. Her interpretative design of the snake seeks to convey the idea of sinuosity and continual change, intertwining both fluid and geometric forms.
Bulgari’s famous jewelry line is contained within customized polygonal elements of the structure. It features creations from the 1960s up to the latest collection. The entire pavilion glows in purple light at night, adding to the ambiance. The designer’s concept has also been included in the Bulgari store in Milan’s upscale shopping street Via Montenapoleone through windows that have been specially designed for the occasion.
