In a dazzling event held last night at The DIFC in Dubai, Bulgari marked the “Serpenti Factory” grand opening and the captivating “75 Years of Infinite Tales” exhibition. On this special occasion, the iconic Serpenti emblem took center stage, casting a mesmerizing display of projection mapping on the Gate Building painting the Dubai skyline with its radiant allure. It was a momentous occasion that merged the worlds of luxury and artistry.
Dubai stands as a dynamic global hub, championing diversity and inclusivity, at the heart of which lies a harmonious fusion of Emirati and international cultures. The Serpenti Factory in Dubai is dedicated to crafting an immersive experience that acts as a cultural bridge, uniting the essence of Middle Eastern and Italian heritage. This initiative not only elevates Dubai as an emerging artists' haven but also serves as a splendid showcase for the talents of local artists.
Bulgari, with profound reverence for the Middle Eastern region, its cultural richness, and its vibrant art scene, wholeheartedly embraced a collaboration with a select group of exceptionally gifted local artists. These creative profiles, Azza Al Qubaisi, Dr. Azra Khamissa, and Dr. Afra Atiq, were invited to weave their creative magic around the Serpenti sign, drawing inspiration from its rich heritage and unique characteristics. Their artistic expressions breathed new life into the iconic symbol.
“Dubai is a multi-faceted international hub with diversity and inclusion at its forefront, fostering bonds between the Emirati and international cultures. The objective of Dubai’s Serpenti Factory is to create an immersive experience that creates a bridge between Middle Eastern & Italian culture and gives Dubai a platform as a growing artists’ hub while showcasing artwork from talented local artists.”
The exclusive preview of the event welcomed 300 guests, including Bulgari’s regional brand ambassadors. Lojain Omran, Raya Abirached, Huda Al Mufti, and Bassel Khaiat, the first regional male ambassador, came together to celebrate this extraordinary occasion, further enhancing their association with the Bulgari family.
Jean-Christophe Babin, the CEO of Bulgari Group, graced the exhibition’s opening with his presence. He shared his thoughts on the enduring legacy of Serpenti, saying, “For 75 years, the emblematic Serpenti sign has represented Bulgari's unique design with audacity and contemporary vision. It draws inspiration from the past in the era of Cleopatra and has become the protagonist of a wonderful tale that continues today, made of creativity, excellent craftsmanship, and modern spirit. It has been able to stand by the women who have worn it, enhancing their personality. We are happy to be able to celebrate this Icon so dear to the Brand with the Serpenti Factory in Dubai, marking the first exhibition of its kind in the Middle East”.
The Bulgari Serpenti 75 Years of Infinite Tales exhibition will open its doors to the public from September 15th to 24th. Visitors can embark on a visionary journey, delving into the deep connection between Bulgari’s Serpenti creations and the world of art. This exhibition promises to showcase the seamless fusion of ancient totemic symbolism with contemporary artistry, making it a must-visit event for art and luxury enthusiasts alike.