To welcome the Chinese lunar year of snake, on January 29tha new exquisite Bulgari Serpenti Art Installation was magnificently presented on the 15-meter-high wall outside of Shin Kong Place in Beijing. Preciously wrapping the building like a sumptuous necklace, it offers passers-by a unique opportunity to witness the glamour of the brand.

Bulgari’s Serpenti Art Installation in Beijing

Fifteen days after the lighting of the eye-catching Serpenti glowing installation for the reopening of the Bulgari flagship store in Shanghai, Plaza 66, this is a further brand statement of creativity and innovation in the Chinese market. The first Serpenti installation made its sensational debut at the 11 story Bulgari Ginza Tower in Tokyo during the Christmas season. The concept then landed to New York (video below), Rome and Shanghai always exciting great admiration.

The Serpenti Art Installation in Beijing is 67 meters long, composed of 95,000 LED lights, covered by 62 pieces of luminous scales and took 25 technicians and 40 days to complete.

Adorned with a stunning Serpenti high jewelry necklace, renowned actress Ms. Michelle Yeoh lighted up the installation together with Mr. Lelio Gavazza, Managing Director of Bulgari Greater China; Mr. Alberto Bradanini, Ambassador of Italy to Beijing; Mr. Zhang Lizheng, president of Shin Kong Place and famous Korean actor Jang Dong-kun.

After the lighting ceremony, nearly 200 distinguished guests appreciated the Bulgari heritage collection of Serpenti creations on exhibit and learned brand’s bright tradition of excellence with this powerful motif since 1940s.

This memorable experience was crowned by a show of the Bulgari’s contemporary high jewelry collection.

The Serpenti Art Installation will shine until February 19th.

Source: Bulgari