Within the Serpenti Factory context, in collaboration with Bulgari an OOH campaign and an interactive installation were developed. Objective: create an experience to convey the endless evolutions that have characterized the Serpenti icon over 75 years of creative experimentation and make the audience feel the same sense of power that this symbol gives to those who wear it. The goal: to engage the audience in an unprecedented product exploration mode. ‘The Sinuous Overture’ is an experience that combines the senses of touch, hearing, and sight, all designed to bring the dream of the unattainable to the public: to show what is always too small or too hidden within the creations, and let them experience the same emotions felt by those who enter a Bulgari store. The experience is governed directly by the audience and therefore always different: a tangible representation of the infinite metamorphosis of the Serpenti icon.

The ‘Sinuous Overture’ embodies themes of metamorphosis, infinity, and craftsmanship. The scales and sinuosity of each Serpenti creation were represented by the two interactive backdrops.

The cold sensation of the Serpenti body could be felt by interacting with the metal structure with every touch. The sense of wrapping was conveyed through the surround sound system, while the infinity effect was achieved thanks to strategically placed mirrors and reflective floors. The power and strength associated with this symbol, which has endured for 75 years for those who wear it, were translated by the fact that the audience itself staged the experience.

The concept revolved around three pillars: ‘Serpenti Imagery’, ‘Product Glorification’, and ‘Audience Engagement’. An artistic and sensorial showcase of the Serpenti collection, highlighting craftsmanship through stunning visuals. The participants were truly immersed in a dynamic atmosphere with visual and audio feedback, providing a fresh perspective to the jewelry world.

Each 'Serpenti Factory' was open to the general public free of charge, with prior reservation required, the opening night was reserved for celebrities, influencers and artists who were guided through the factory and content.

In the weeks leading up to each exhibition, Bulgari facilitated reservations via its website and conducted various advertisements on public transport and billboards in various cities. At specific 'Serpenti Factory' locations, such as Tokyo, we were asked to develop a DOOH (3D) campaign ('activated also in Chengdu, Dubai, and Riyadh) featuring a 'Sinuous Dance' performed by the Serpenti jewels that attendees would later encounter in the immersive experience and the Factory exhibition, as part of the promotional/takeover strategy.

During the roadshow and following each opening event, Bulgari shared video and photo content showcasing guests and influencers in our Sinuous Overture interactive room on social media and all its outlets (paid & earned).

The Serpenti Factory roadshow celebrated the Serpenti icon as timeless cultural symbol. For this, after numerous test-runs - we crafted an immersive room where the Serpenti lineups take center stage in a captivating play of details.

Using elements from the original campaign (sound, color and mood), the experience lets the audience become an orchestrator. We created seductive, lifelike CGI animations showcasing the moving products, triggering unexpected soundscapes: ‘The Sinuous Overture’ room engages touch, hearing, and sight, equipped with six interactive areas connected to as many sets of sensors, managed through Arduino within a complex Touchdesigner interactive system.

24 ultra-realistic CGI animations, 4000 rendering hours, 18 soundscapes, and over 10 minutes of original soundtrack inspired by the global Serpenti 75 campaign were created.

4 locations and varying room size from 15 sqm - 30 sqm, adaptable and repeatable in all recreated environments, working closely with local fabrication companies for each setup.

With the “Serpenti Factory” being a celebration of heritage icons, strong attention was put on culture and art with relevant focus on media echo and influencer-driven presence in each specific market in which positioning was the objective.

The Sinuous Overture successfully translated the allure of an icon into an immersive and interactive journey engaging senses and perception. It offered the participant a remarkable opportunity to literally enter the fine beauty and details of Bulgari products, embodying their capacity to shape raw materials like master craftsmen.

The experience within the Factories was open to the public for 3-6 weeks (depending on geographies). The product activation radiated immediate charm, captivating international audiences worldwide. 'The Sinuous Overture' has been featured in Bulgari's Serpenti Factories in Shanghai, Seoul, Milan, and Tokyo, with over 150,000 visitors, more than 500K interactions overall, and an average of 5000 touches per day.