Bvlgari’s deputy CEO reveals that the Serpenti motif is more than just a design – it is a profound guiding symbol through which the luxury Italian design house expresses its craftsmanship and values.
Canvas: How does the Serpenti motif represent the spirit of Bvlgari?
Laura Burdese: Serpenti is far more than a design motif. It is the soul of Bvlgari. Since its first appearance in 1948, it has come to symbolise everything that the Maison stands for: eternal transformation, determination, reinvention and strength. Just as the serpent sheds its skin to renew itself, Serpenti embodies Bvlgari’s unique capacity to evolve through time while remaining unmistakably Roman. Its elegance lies in its duality: ancient yet contemporary, delicate yet powerful, deeply symbolic yet boldly modern. It is our icon of perpetual metamorphosis, and through it, we tell stories not only of beauty but also of identity, resilience and creativity.
How does the Maison generate fresh intercultural dialogue meaningfully and authentically?
At Bvlgari, we believe that true design transcends borders. Our creative dialogue is rooted in respect, curiosity and a profound appreciation for the diversity of global cultures. We are constantly seeking new perspectives and points of view to broaden our horizons and embrace the new. That is why we collaborate a lot with local artists, scholars, architects and storytellers, who bring their authentic voices to each project. With this third chapter of Serpenti Infinito, this approach means honouring India’s spiritual and artistic interpretations of the serpent through co-curation, artistic commissions and cultural partnerships. It is not simply about showcasing Bvlgari – it is about letting our Roman heritage resonate within the cultural symphony of civilisations across the globe, creating something entirely new and deeply meaningful.
Bvlgari has embarked upon several international initiatives honouring the Year of the Snake and Serpenti. What is the significance of bringing Serpenti to India in 2025?
India is a creative compass for Bvlgari. The significance of presenting Serpenti Infinito in Mumbai in 2025 is deeply symbolic. The nāga, a sacred figure in Indian mythology, mirrors the very essence of our Serpenti: protection, wisdom and regeneration. To bring our most iconic symbol here is to honour a shared cultural reverence for the serpent, while also celebrating the excellent craftsmanship that binds India and Italy. It is a dialogue not only across geography but also through centuries of spiritual, artistic and artisanal legacy.
How will the Serpenti exhibition in India invite fresh perspectives and shed light on overlooked elements?
Serpenti Infinito in India is designed to uncover and celebrate lesser-known narratives, from the serpent’s presence in regional mythologies to its influence on ritual art, indigenous symbolism and contemporary reinterpretation. Through the collaboration with more than 20 Indian and international artists, and curatorial input from Nature Morte and Sean Anderson, the exhibition offers new perspectives on the snake as a symbol of gender, protection, spirituality and even technology. We are proud of the collaboration with the Aravani Art Project, whose postcards reflect Serpenti as a metaphor for resilience and self-transformation. This is not merely a jewellery exhibition, it is also a philosophical exploration of transformation across time and culture.
In what ways are perceptions of the snake shaped through Bvlgari’s global initiatives?
What we find deeply moving is that while the snake is perceived differently across cultures, its core symbolism of rebirth, power, duality and eternity remains universally resonant. In the East, the serpent often represents cosmic balance and divinity. In the West, it can evoke ideas of seduction and wisdom. In India, the nāga embodies both spiritual guardianship and transformation, a duality we find beautifully aligned with the Maison’s own values. Each stage of Serpenti Infinito reveals unique cultural truths, together forming a profound, shared mythology that speaks to the global human experience. The snake, in all its forms, becomes a vessel for collective storytelling.
What role has Serpenti played in defining Bvlgari’s expression, craftsmanship and savoir-faire?
Serpenti has allowed us to push the boundaries of jewellery making. From the early Tubogas watches to today’s High Jewellery masterpieces, Serpenti demands innovation at every level, technically, artistically, emotionally. It is through Serpenti that we have perfected flexible wearability, gemstone articulation and sculptural metalwork. It has enabled our artisans to craft pieces that move like a second skin, combining wearability with sophistication. The icon has also inspired objects, accessories, watches and even fragrances, becoming a signature language of Bvlgari’s savoir-faire. Serpenti is not a motif that we follow, it is a living muse that continually challenges us to evolve.
How does Bvlgari keep the discourse around its iconic Serpenti design innovative and fresh?
We see Serpenti not as a static form but as a continuum of creative expression. Every time we revisit this icon through new materials, techniques and perspectives, whether through digital art, artificial intelligence, immersive experiences or unexpected collaborations, the journey we embark on is always rich in inspiration. This exhibition is a testament to our evolving narrative, where High Jewellery meets contemporary Indian voices to help rebirth a centuries-old myth. It is this tension between past and future that keeps Serpenti perpetually relevant and emotionally resonant. Moreover, we listen to the world, to culture, to our partners, to artists. Serpenti thrives in dialogue, not in isolation.
What can audiences and patrons look forward to next from Serpenti?
The journey of Serpenti is far from over. Following the India chapter of the exhibition, we are envisioning new cultural collaborations. On the design front, we continue to innovate through sustainable materials, digital customisation and limited-edition releases. Expect to see Serpenti take on new sculptural forms, unexpected colourways and wearable interpretations that blur the boundaries between jewellery, art and technology. We are also expanding the Serpenti narrative into the metaverse, exploring how digital and physical experiences can coexist, allowing a new generation to engage with the icon in immersive, interactive ways. Serpenti is not just Bvlgari’s past, it is our living future.
