In a bid to increase holiday season footfalls and pay an ode to its iconic Serpenti collection, Italian luxury label Bulgari is to start a three-month-long celebration slated to end in February. The brand’s boutiques in Tokyo, Rome, and New York will be adorned with unique outdoor light displays, staying true to the festive season ahead. These displays will be larger than life embodiments of their Serpenti necklace: at the Big Apple store, the serpent emerges from the top of the building with the snake’s head and tail coming together at the corner of the building, just like in the bauble. 53 scales lit by thousands of LED bulbs come together to bring this 200-foot-long structure, at the 730 Fifth Avenue boutique, to life.
With this collection, Bulgari has tapped into the snake’s powers of wisdom, eternity, and renewal and presented a collection that boasts of the most sought-after watches, bracelets, and necklaces, reinvented every season.