August 29 2023  |  Retailers

Bulgari and Extime celebrate the 75th anniversary of Serpenti at Paris Charles de Gaulle

By Hibah Noor

The Bulgari store at Paris Charles de Gaulle

In 2023, Bulgari is celebrating the 75th anniversary of its iconic 'Serpenti' snake motif, with a series of exclusive events and exhibitions worldwide.

In honor of the milestone, Bulgari and Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP) are celebrating Serpenti at Paris-Charles De Gaulle airport in July and August, offering a digital and physical immersion to its visitors in the brand new boutique of the Terminal 1.

This event will provide an opportunity to discover the evolution of the Serpenti motif and witness the exquisite craftsmanship that has made Bulgari an esteemed name in the world of luxury. It will allow travelers to enrich their journey with 75 years of creativity and infinite tales before going into their next destination.

“For 75 years Bulgari has shown its audacious creativity, ingenious craftsmanship and modern spirit through its emblematic Serpenti creations inspired by the jewels of Cleopatra, in a Rome of more than 2000 years ago," said Jean-Christophe Babin, CEO of the Bulgari Group. "They convey endless tales, artistry and empowerment. It expanded the boundaries of jewelry, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bulgari icon of endless metamorphosis.”

According to the company, since its birth in the late 1940s the Bulgari Serpenti has become a symbol of female empowerment, transcending time and trends in the brand's watches and jewelry creations, and later in leather goods. Through the years, the infinite shapes of Serpenti creations have become a testament to the Maison’s technical prowess and inventive style.

Bulgari Serpenti Viper bracelet in rose gold

Beyond Bulgari’s fascination, the snake has always been part of the vast pantheon of human mythology, embedded in diverse cultures across the globe. Such a powerful sign is not only about beauty. It is about the strength and the values that it represents. Since ancient times, the captivating reptile appears in amulets and talismans claimed to protect or bring luck. Bulgari’s countless reinterpretations of the snake represent the virtuous continuation of such a rich historical tradition, in the name of exquisite craftsmanship and visionary design.


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