Bulgari’s immersive NFT art installation experiments with algorithms and crypto art
NFT's and Web 3.0 represent a new kind of global economy, a phydigital economy, where real and digital products sit alongside each other and compliment one another.
Key takeaways
- Located in a public installation at the heart of Milan’s Piazza Duomo, the artwork aims to represent the development of the Serpenti over its lifetime, referenced in its name ‘Serpenti Metamorphosis’.
- The dynamic 3D sculptures, created by media artist Refik Anadol, brought together millions of pictures of nature and flora to form the brand’s first luxury AI crypto art.
- Through the use of machine learning algorithms, snake images will come to life within the sculpture as an additional reference to the emblem.
Cite or link to this article
Griffin, M. (2022) 'Bulgari’s immersive NFT art installation experiments with algorithms and crypto art', 311 Institute, 13 May. Available at: https://www.311institute.com/bulgaris-immersive-art-installation-experiments-with-ai-art-crypto-art-and-nfts/ (Accessed: 1 October 2026).
Italian luxury house Bulgari has transformed its Serpenti emblem into an immersive Artificial Intelligence (AI) installation artwork that is set to become an auctionable Non-Fungible Token (NFT), taking the iconic snake design into the metaverse.
Located in a public installation at the heart of Milan’s Piazza Duomo, the artwork aims to represent the development of the Serpenti over its lifetime, referenced in its name ‘Serpenti Metamorphosis’. The dynamic 3D sculptures, created by media artist Refik Anadol, brought together millions of pictures of nature and flora to form the brand’s first luxury AI crypto art.
The Metavers, by Keynote Speaker Matthew Griffin
Visitors to the installation are treated to a multisensory experience, with entire spaces - wall to ceiling - dedicated to the AI imagery. Through the use of machine learning algorithms, snake images will come to life within the sculpture as an additional reference to the emblem. A specially created Rainforest Serpenti fragrance, produced in collaboration with Firmenich and also utilising AI technology, supplements the artwork.
Anadol said about the work: “The concept of Metamorphosis is truly inspiring for me as machine intelligence has the capacity to take the colours, patterns and shapes of nature and reproduce them into new forms that only exist in its mind. And, when I welcome the machine as a collaborator, it allows me to make the invisible, visible. Metamorphosis is really the perfect symbol to represent overarching ideas of evolution, growth, and precision in the world that surrounds us.
Experience the art
“This precision is demonstrated in everything that Bulgari does, so I see so many similarities in the precise way that we create our artworks and the craftsmanship that goes into the creation of Bulgari jewels.”
To expand on the celebration of the Serpenti Collection, the immersive experience begins in Milan and is set to travel to various cities around the world, ending with the artwork converted into an auctioned NFT multidimensional piece of art. The NFT will be completely unique and collectable, presented together with a token that gives proof of the author and ownership. Proceeds from the sale will be donated to a charity selected by Anadol and Bulgari.
“Serpenti Metamorphosis will become an exclusive and unique artwork in the digital world thanks to the NFT technology that uses the potential of blockchain to make a work of art truly exclusive and inimitable within the digital universe,” explained Jean-Christophe Babin, Bulgari’s CEO.
Visitors can attend the installation through an online booking, with the further opportunity to visit Bulgari’s store on Via Montenapoleone for an exhibition throughout April, displaying some of the most notable pieces from the Serpenti Collection.
To celebrate the launch, Bulgari hosted a high profile event, taking visitors through the immersive world. Alongside performers and digital snakes, guests included the likes of Chiara Ferragni, Elodie and Tina Kunakey.
FAQ
Why does this matter?
NFT's and Web 3.0 represent a new kind of global economy, a phydigital economy, where real and digital products sit alongside each other and compliment one another.
About the author
Matthew Griffin Founder, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 15-time best selling author of the "Codex of the Future" series, Matthew is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity program, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Sources and further reading
- Firmenich firmenich.com
Source: first published by the 311 Institute on 13 May 2022. Cite as: Griffin, M. (2022). Bulgari’s immersive NFT art installation experiments with algorithms and crypto art. 311 Institute. https://www.311institute.com/bulgaris-immersive-art-installation-experiments-with-ai-art-crypto-art-and-nfts/
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