On the evening of November 29, 2013, BVLGARI launched the grand SERPENTI brilliant lighting ceremony at Shanghai Plaza 66. As a landmark urban public art event themed on the Chinese Lunar Snake Year and upcoming Christmas and New Year celebrations, the project integrates Bulgari’s classic Serpenti totem aesthetics with urban commercial space, creating a cross-border presentation of high-end luxury art and city scenery. With renowned Hong Kong actress Cherie Chung invited to attend and co-host the lighting ceremony, the event enhances the brand’s elegant temperament and public influence. In terms of spatial modeling and on-site production, a giant serpent lighting art installation is arranged in the outdoor front square of the shopping mall. Designed with vivid and winding lines, the lifelike giant serpent shape adopts crystal and bright lighting effects, perfectly reproducing the luxurious and dynamic aesthetic of the classic SERPENTI jewelry series. Leveraging the open view of the core urban business district, the exquisite installation becomes a striking night scene landmark. Taking place in the final month of the Snake Year, the ceremony skillfully combines warm Christmas romance and brand-new expectations for 2014. Breaking the boundaries of indoor luxury display, the project delivers high-end brand aesthetics to the public urban space, effectively strengthening the market cognition of Bulgari’s classic IP, enriching the brand’s offline scene layout, and shaping an artistic and iconic luxury brand image in the Chinese market.