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.