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Snakes slither, cobras strike and boas squeeze have instilled dread in people for millennia. But snakes additionally are objects of fascination — for their sly energy and a cunning born of a singular evolution. Bulgari has acknowledged the allure of snakes for seventy five years, ever since creating its now iconic Serpenti jewelry in 1948.

Famously worn by Elizabeth Taylor — of whom Richard Burton as soon as remarked, “The only phrase she is aware of in Italian is Bulgari”— the Italian luxury house’s Serpenti assortment made a glamorous appearance at the 2023 Oscars on March 12. Presenter Pedro Pascal wore two Serpenti rings, while Angela Bassett, Cara Delevingne and Phoebe Waller-Bridge all gleamed in high-jewelry Serpenti necklaces sparkling with diamonds and emeralds.

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Now via April 16, it’s attainable to see an entire trove of Serpenti jewelry in a single place at a particular pop-up — the house’s first-ever in the U.S. — on Rodeo Drive in Beverly Hills. Visiting the store, which celebrates the 75th anniversary of the collection, supplies a deep dive into the methods through which snakes have inspired innovation at Bulgari over many years. Bulgari’s iconic Serpenti designs embrace everything from the house’s versatile Tubogas bracelets — that twist around the wrist and have “a precious head with eyes in rubies, emeralds or diamonds that conceal the dial,” says Bulgari inventive director Lucia Silvestri — to the elevation of serpents to the realm of high jewelry, which began in 2012 with the introduction of Serpenti necklaces in diamonds.

On the pop-up, not solely are there incomparable designs awaiting discovery — from high jewelry and high quality custom design jewelry blog to secret watches and leather goods ­ — however the shows also give insight into the artistic course of, the craftmanship behind the glamour, innovative promoting campaigns through the years, and a look at a few of the iconic women who’ve been charmed by Serpenti including everyone from legendary Vogue editor Diana Vreeland to current style star Zendaya.

The Euphoria Emmy Award-winner wore the Serpenti Hypnotic Emerald necklace to the Venice Film Festival in 2021, a gorgeous ninety three-carat emerald piece that was also featured within the Matthieu Menu-directed documentary Contained in the Dream which screened at the Toronto International Film Festival. The doc told the story of Bulgari and detailed the creative process behind its jewelry collections, paying particular attention to Serpenti and the Hypnotic Emerald necklace and the way it came to be.

Says Silvestri of the magnetism of serpents, “The symbolism of this icon is certainly very highly effective and fascinating and has its roots in very ancient occasions. In mythology, for example, it was believed to possess transformative and regenerative powers as well as healing ones because of its ability to shed its pores and skin. This fascinating metamorphosis, combined with its seductive allure, makes it an icon that perfectly represents evolution, strength, self-dedication as well as an intrinsic elegant spirit and charisma.”

Inside the ephemeral shop, additionally search for a sculptural installation by Italian artist Davide Quayole that’s inspired by serpent shapes and is intentionally left unfinished.

The Bulgari 75th anniversary Serpenti pop-up is situated at 431 N. Rodeo Drive, Beverly Hills.