MVRDV has filled a vaulted room with Bvlgari’s iconic Serpenti bracelet reflected with thousands of honeycomb patterns and mirrors that create a kaleidoscope effect for visitors. MVRDV has collaborated with the renowned Italian brand Bvlgari to move forward its research on materials and new representations embodied in new spatial dimensions.  

Presented for Milan Design Week, which concludes on Sunday, MVRDV's "Serpenti" installation embodies Bvlgari’s creative approach for the first time by playing materials, colours and scale in an infinite universe. 

The Serpenti installation situated at the Brera Design District translates three key elements of Bvlgari's creativity – materials, modularity and colour – into a three-dimensional space, which are interpreted by MVRDV, Iván Navarro & Courtney Smith and Storage Associati. 

"A pioneer in mixing innovative and highly precious materials, the inventor of modularity in prêt-à-porter jewellery, and a master of colour, Bvlgari has always challenged the rules of design, defying and re-envisioning aesthetic standards," said MVRDV. 

Visitors directly enter into an abstract universe, where they are forced to abandon everything they know so that they may grasp the Bvlgari essence of art and design: to deconstruct rules in order to reinvent them.

"With this installation, we wanted to capture the colours, materials and inventiveness of Bvlgari as a world-renowned brand," said Jacob van Rijs, co-founder, MVRDV. 

"By turning their time-less Serpenti pattern into a space, jewellery becomes architecture. Enter the Serpenti!," he added. 

Introducing visitors to Bvlgari's precious and unconventional materials of world,  each of the honeycomb pattern is made from Bvlgari’s repertoire of materials used for jewels and architectural spaces representing the vast possibilities of combinations. Bringing together a world of materials inspired by Industrial Design, Bvlgari jewellery has regularly used elements that are traditionally reserved to other fields.

The showcase at Milan Design Week takes place in the Brera Design District as part of Milan’s Fuorisalone located at Via delle Erbe, 2, 20121 Milano. 

All images © Bvlgari

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