Bvlgari at Museum of Contemporary Art — Bulgari Serpenti 75th Anniversary Exhibi (2023)

The Museum of Contemporary Art, Shanghai hosted Bulgari's Serpenti 75th anniversary exhibition, pairing jewellery with contemporary art commissions across three themed chapters.

The venue

Museum of Contemporary Art, Shanghai is a contemporary art museum in central Shanghai, set within People's Park. Its galleries are used for temporary exhibitions of modern and contemporary art, with indoor rooms that can be divided into thematic sections. The building provides a museum setting rather than a retail floor, and its central location places it within the city's cultural district.

How the space was used

For the project, the museum's galleries were arranged as three chapters: a totem legend section, a craftsmanship section and a new-chapter section. Jewellery displays were placed alongside works by contemporary artists, including installation, sculpture, moving image and algorithm-based visuals. Visitors moved through the rooms in sequence, reading the Serpenti story through both objects and art commissions.

Why it works here

A contemporary art museum gives a jewellery heritage exhibition a suitable frame: galleries can hold small objects and large art commissions, and visitors already expect to move through themed rooms. The museum context allows a brand story to be read as an exhibition rather than a retail display, while the central Shanghai location brings a cultural audience.