BVLGARI wins Year of the Snake with Shanghai showcase

No luxury brand so intrinsically embodies the Year of the Snake like the creator of the iconic Serpenti emblem. To celebrate the 2025 Wood Snake zodiac — a symbol of wisdom, power, and protection — BVLGARI has launched an immersive exhibition in Shanghai, titled “SERPENTI INFINITO.” Set in Zhangyuan, a historic shikumen complex, the exhibition delves into various interpretations of the serpent through art, history, and contemporary expressions, featuring 28 artworks by 19 artists from China and abroad, 11 of which were created exclusively for the occasion. The event opened to the public on January 9 and will run until February 16. As more global luxury brands embrace Chinese New Year festivities, traditional marketing tactics no longer suffice — especially as China’s luxury growth slows. BVLGARI offers a compelling case study of how to stand out from the competition, leveraging immersive experiences, cutting-edge technology, and a deep connection to Chinese cultural heritage. Tapping China’s cultural legacy At Shanghai’s Zhangyuan, the story of the serpent’s ever-shifting identity unfolds in three chapters: Crafting Serpents in History, Snakes in the Arts, and Contemporary Transformations. Showcasing over 70 years of evolution, the exhibition presents a carefully curated collection of Serpenti pieces from its inception to the present day — from rare vintage masterpieces to contemporary designs — tracing the transformation of this iconic motif. This narrative is brought to life through art displays, immersive installations, and a curated selection of BVLGARI pieces, including the new 2025 Serpenti designs and unreleased, one-of-a-kind archival creations. But the serpent isn’t just iconic to BVLGARI — it is deeply embedded in Chinese culture. Beyond the zodiac, Chinese legends are rich in serpentine symbolism. This is evidenced by the Chinese relics on display: a jade ring from the Zhanguo dynasty, engraved with serpents for protection; a Ming Dynasty robe, embroidered with python patterns to represent honor and authority; and a bronze wine vessel dating as far back as 1046 BCE, adorned with serpents for good fortune. To further spotlight this connection, BVLGARI joined forces with local artists. One standout piece is “Serpent Teng in the Golden Realm,” a captivating paper-cut installation by artist Luo Ming, suspended from the ceiling. Inspired by the flying snake-dragon of Chinese mythology, the work features vibrant orange and green hues, with intricate paper-cut patterns such as wheat ears and fairy grass. These motifs align with the Wood Snake theme, which is traditionally associated with the color green. Meanwhile, local artist Xu Bing, a world-renowned Chinese contemporary artist, explores the connection between the serpent and wisdom through his piece “Square Word Calligraphy: Serpenti.” By interweaving Chinese calligraphy with the English alphabet, Xu Bing invites audiences to reflect on how the creative use of language, words, and texts shapes an individual’s perception of the world. On the connection of the serpent across cultures, Mauro di Roberto, President of BVLGARI Greater China, says: “The spirit serpent, a symbol deeply rooted in human culture since ancient times, is a totem admired across civilizations … Through the Serpenti collection, and with the craftsmanship of Tubogas and other exquisite techniques, we reinterpret and breathe new life into the serpent design, making it a timeless classic that connects both the East and the West.” With the rise of feiyi, or the concept of China’s intangible cultural heritage, BVLGARI’s inclusion of traditional crafts strengthens its cultural resonance. This follows UNESCO’s recognition of Chinese New Year customs on its list of intangible cultural heritage, sparking renewed interest in these traditions. As part of its O2O2O (Online to Offline to Online) strategy, BVLGARI introduced a series of culturally resonant activations, such as handing out oranges on the first day of Chinese New Year to symbolize "great fortune and prosperity," sweet dumplings on the Lantern Festival to represent "reunion and harmony," and customized postcards with Serpenti artworks, half created by students from elite art schools and the other half by gifted children with autism. These initiatives successfully leveraged the O2O2O model to ignite social media discussions, driving strong engagement and amplifying the brand’s cultural impact. By doing so, BVLGARI not only demonstrates its nuanced understanding of Chinese culture, but also imbues its activation with deeper meaning. Pushing creative boundaries with tech Breaking away from traditional formats, BVLGARI also integrates technology like VR and AI into the exhibition, engaging guests on both a physical and emotional level. This seamless fusion of Chinese craftsmanship and modern technology further enhances the exhibition’s storytelling, bridging the brand’s rich heritage with forward-thinking innovation. One highlight of the event was the global debut of media artist Refik Anadol’s “Serpenti Metamorphosis: AI Data Sculpture,” which he refers to as the “world’s first data sculpture.” Created using snake-inspired datasets processed through a machine learning algorithm, the piece is staged at the center of a 360-degree mirrored room, where video projections cast onto its surface generate a mesmerizing light show. To immerse guests deeper in its brand story, BVLGARI also introduced two innovative features: a VR journey through the Serpenti universe and an interactive product showcase that responds to visitors’ movements. As Chinese consumers become more rational about spending, BVLGARI’s tech-driven displays tap into their growing appetite for meaningful experiences. According to AlixPartner’s latest China Consumer Survey, experiential spending is on the rise amid China’s travel rebound, with consumers prioritizing “the creation of lasting memories through travel and exploration over acquiring material goods,” positioning experiential events as a potential bright spot for 2025. Generating online buzz Coinciding with the Chinese New Year holiday, BVLGARI aimed to make its exhibition a must-visit destination for locals in Shanghai and surrounding provinces like Jiangsu and Zhejiang. To achieve this, BVLGARI capitalized on high-visibility offline advertising across Shanghai, attracting a large number of reservations. At the same time, it leveraged its global media and influencer network to drive online engagement. The guests present included the global brand ambassadors Anne Hathaway and Liu Yifei, brand friends Meng Ziyi and Li Yunrui, top Media and KOLs. The event has garnered significant attention from both global and governmental media, with notable coverage by China’s state broadcaster CCTV, China Daily, and Yicai. The interplay of traditional Chinese crafts and modern technology has captivated audiences, honoring the past while embracing the future. This extensive exposure reaffirms BVLGARI’s success in celebrating Chinese New Year traditions and solidifies its role in shaping global luxury trends and fostering cultural exchange. Restoring confidence in China’s future With China’s luxury market expected to remain flat in 2025, BVLGARI’s decision to open its SERPENTI INFINITO exhibition to the public for free not only signals its confidence in the market but also its dedication to celebrating art and culture beyond commercial gain. While industry confidence remains cautious, BVLGARI highlights the importance of maintaining engagement through accessible events, marking a promising start in the Year of the Snake. In fact, CEO Jean-Christophe Babin is betting big on China’s recovery. At the China International Import Expo in November last year, Babin announced, “We believe that we have the opportunity to elevate the brand to a much higher level in China.” In particular, the brand is focusing on online channels to drive growth, because clients not only from the largest city but also from small cities. Ultimately, the brands poised to succeed in China long-term are those, like the snake, willing to shed old skins and strike with precision. The ones that can respond to the market with agility and innovation, adapting to the rapidly evolving preferences of today’s consumers.

BVLGARI wins Year of the Snake with Shanghai showcase

On this page

Published February 13, 2025

Sectors

Insights

Company

BVLGARI wins Year of the Snake with Shanghai showcase