Italian luxury house Bulgari has turned its Serpenti emblem into an immersive AI installation work of art that’s set to become a non-fungible token (NFT) at auction, taking the iconic snake design to the metaverse .
Located in a public installation in the heart of Piazza Duomo in Milan, the work aims to represent the development of the Serpenti during his lifetime, referenced in his name “Serpenti Metamorphosis”. The dynamic 3D sculptures, created by media artist Refik Anadol, brought together millions of images of nature and flora to form the brand’s first luxury artificial intelligence (AI) art.
Visitors to the installation live a multisensory experience, with entire spaces – from wall to ceiling – dedicated to AI imagery. Through the use of machine learning algorithms, snake images will come to life in the sculpture as an additional reference to the emblem. A specially created Rainforest Serpenti fragrance, produced in collaboration with Firmenich and also using AI technology, completes the work of art.
Anadol said of the work: “The concept of metamorphosis is truly inspiring to me, as artificial intelligence has the ability to take the colors, patterns and shapes of nature and reproduce them in new forms that do not exist. ‘exist only in his mind. And, when I welcome the machine as a collaborator, it allows me to make the invisible, visible. Metamorphosis really is the perfect symbol to represent the overall ideas of evolution, growth, and precision in the world around us.
“This precision is demonstrated in everything Bulgari does, so I see so many similarities in the precise way we create our works of art and in the craftsmanship that goes into creating Bulgari jewelry.”
To expand the celebration of the Serpenti collection, the immersive experience begins in Milan and is expected to travel to various cities around the world, ending with the artwork converted into a multidimensional NFT artwork sold at auction. The NFT will be completely unique and collectable, presented with a token that proves author and ownership. The proceeds from the sale will be donated to a charity selected by Anadol and Bulgari.
“Serpenti Metamorphosis will become an exclusive and unique work of art in the digital world thanks to NFT technology which uses the potential of blockchain to make a truly exclusive and inimitable work of art in the digital world”, explained Jean- Christophe Babin, CEO of Bulgari.
Visitors can witness the installation via online reservation, with the added option of visiting the Bulgari store on Via Montenapoleone for an exhibition throughout October, showcasing some of the most notable pieces from the Serpenti collection. .
To celebrate the launch, Bulgari hosted a high-profile event, taking visitors through the immersive world. Alongside the artists and digital snakes, guests included Chiara Ferragni, Elodie and Tina Kunakey.