Bvlgari at MoCA Shanghai — BVLGARI Serpenti 75th Anniversary Exhibi (2023)

MoCA Shanghai hosted a three-part exhibition marking 75 years of BVLGARI's Serpenti series, pairing archival material and jewellery with contemporary art.

The venue

MoCA Shanghai is a contemporary art museum in central Shanghai, with gallery floors that move visitors through discrete rooms rather than a single open hall. Its exhibition spaces are suited to object displays, wall-based works and media installations, and its central location places it within the city’s museum and retail circuit. The building’s interior galleries provide a neutral, controlled setting for exhibitions.

How the space was used

During the project, the museum’s galleries were organised into three sequential chapters: Trace of the Totem, Serpentine Craftsmanship and Infinite New Chapters. Archival documents, statues, reliefs and manuscripts opened the route, followed by heritage jewellery and contemporary works by invited artists, including a media installation. Circulation led visitors from historical material to craft display and then to new commissions.

Why it works here

MoCA Shanghai gives a jewellery anniversary exhibition a scholarly and visual frame: archives, objects and commissions can be read together in controlled galleries. Its central Shanghai location and flexible rooms support a narrative route that moves visitors through chapters rather than a retail floor.