Serpenti
An icon of infinite transformation, crafted with mastery and reinvented many times over since 1948.
Bvlgari premieres ICON(S)
A new docufilm on the genesis of Refik Anadol’s “Infinito: AI Data Sculpture”
Bvlgari unveils ICON(S), a new docufilm capturing the creative journey behind ‘Infinito: AI Data Sculpture’ by internationally acclaimed media artist Refik Anadol. Premiered at the Serpenti Infinito Exhibition in Shanghai, the work reimagines Serpenti — Bvlgari’s ultimate emblem of magnetism and infinite metamorphosis — through the transformative lens of machine intelligence guided by human imagination.
“At Bvlgari, an icon is not just a timeless symbol, it is a living force that evolves through imagination, innovation, cultural relevance, and the power to transcend boundaries. With Refik Anadol, we found a visionary mind capable of reinterpreting our Serpenti Icon with extraordinary sensitivity and audacity. "
Jean-Christophe Babin, CEO Bvlgari Group
Produced by Terminal 9 Studios and featuring global ambassadors Anne Hathaway and Liu Yifei, the film offers an unprecedented behind-the-scenes look at Anadol’s visionary process. Through a dynamic interplay between AI algorithms and human sensitivity, data evolve into an emotional, living form, bridging heritage with innovation and reaffirming Bvlgari’s enduring commitment to artistic experimentation.
ICON(S) embraces Bvlgari’s cinematic journey, which includes Inside the Dream and An Emperor’s Jewel — each docufilm offering an intimate window into the Maison’s universe and its pursuit of timeless beauty.
Inside The Dream
With Inside the Dream, Bvlgari reveals a rare glimpse into the soul of High Jewellery led by Lucia Silvestri. From Rome to Jaipur and Paris, join her quest for the world’s most exceptional gems, illuminating the passion, artistry and emotions that shape the Maison’s most extraordinary creations.
An emperor's jewel
An Emperor’s Jewel – The Making of the Bvlgari Hotel Roma reveals the behind-the-scenes story of the Roman hospitality landmark. Featuring Brand Ambassador Priyanka Chopra Jonas, the film traces the journey from delicate restoration to the hotel’s grand opening, highlighting the vision of architects and artisans who embody the excellence of Italian craftsmanship.
