FRANCE. Roman luxury house Bvlgari and Extime Duty Free (the Joint Venture between Lagardère Travel Retail and Groupe ADP) have joined hands to celebrate the 75th anniversary of the Serpenti line with an in-store activation in Paris Charles De Gaulle Airport Terminal 1.
The animation, which has been running throughout July and August, combines physical and digital elements to immerse travellers into the world of Bvlgari Serpenti. The Serpenti motif features throughout the in-store exhibition space alongside archival Serpenti campaigns and pieces.
The activation is part of a wider celebration as Bvlgari hosts a series of events and exhibitions around the world to celebrate the milestone anniversary. The events showcase Serpenti’s rich heritage and feature a range of exclusive artworks.
Bvlgari CEO Jean Christophe Babin commented: “For 75 years Bvlgari 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 2,000 years ago.
“They convey endless tales, artistry and empowerment,” he added. “It expanded the boundaries of jewellery, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bvlgari icon of endless metamorphosis.”
75 year of Bvlgari Serpenti
Bvlgari Serpenti was launched in the late 1940s. Inspired by the form of a snake and the Egyptian jewellery of Cleopatra, the collection is designed as a symbol of female empowerment. Over the years, it has featured several fine watches and jewellery pieces as well as leather goods.
Through the years, the infinite shapes of the Serpenti pieces have become a testament to the Maison’s craftsmanship and style. From the contemporary Serpenti Viper to the more realistic Serpenti styles set with precious gems, the collection has proven popular with luxury consumers all over the world. ✈
