Here is a serpent-like structure you’ll absolutely want to look at closely! Luxury Italian brand Bulgari jewelry wanted to showcase some of its famous Serpenti collection 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. Zaha Hadid Architects’s concept is a celebration of 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 1960’s up to the latest collection. At night, the entire pavilion glows in a purple halo of light adding to the whole 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.
By: Priyanka Shah