On September 7, 2019, Alexander Wang and Bvlgari celebrated the launch of the “Serpenti Through the Eyes of Wang” capsule collection with an exclusive one-night-only experience at 712 Fifth Avenue in New York City. The event included performances by rapper Rick Ross and singer Normani, and DJs Asmara and Pedro while attendees included Hailey Beiber, Offset, Kehlani, YG, Quavo, Tiffany Haddish, Jacquelyn Jablonski, Soo Joo Park, Sydney Sweeney, Sofia Richie, Justine Skye, Riley Montana, Lindsay Ellingson, Larsen Thompson, Adesuwa Aighewi, Nicole Scherzinger, Erika Jayne, Halima Aden, Dylan McDermott, LadyFag, Hanne Gaby Odiele, Erin Wasson, Coco Rocha, Vashtie Kola, Will Peltz, Kelela, Dua Lipa, Gala Gonzalez, David Alexander Flinn and more.
The venue was modeled to replicate a luxury department store. As guests walked through the space, they were able to see the full collection on display. Moments included a cosmetic-themed sundae station serving ice cream, a nail salon where guests could customize their manicure with diamond-inspired embellishments, and a fine jewelry bar that served themed cocktails in perfume bottles.
“The concept for this event came to me when I stumbled upon a re-run of the 80’s classic, Mannequin, with Kim Cattrall. We wanted to recreate the magic of what could happen in a department store once the lights went out. Infusing nostalgia with an updated experiential guest journey through each department; from a cosmetics ice creamery, to a fragrance bar and a dine-in shoe salon, we wanted to make each moment unique,” said Alexander Wang. “In today’s shifting retail landscape, it is even more important for brands to re-imagine what the brick and mortar experience can be. 712 Fifth Avenue is an iconic New York address and with a shared vision and collaboration we brought to life what the future of retail can look like which should always include fun and irreverence when re-imagined for a new type of consumer.”
In keeping with the spirit of Bvlgari’s “Serpenti Through the Eyes Of” series, which kicked off in 2017, the Alexander Wang x Bvlgari collaboration is centered around the reinterpretation of the Iconic Serpenti Forever Bag and the concept of packaging as luxury, taking something that is traditionally overlooked, and making it the focal point of the collection. Inspired by Bvlgari’s heritage and blending Wang’s signature high-low approach, the collection uses traditional packaging components including the watch box, the dust bag and the paper shopping bag along with a vintage-inspired Bvlgari serpent head jewel from the 1950s, resulting in a new fun and fresh proposition for the handbag category with the makings of a new signature motif.