BVLGARI has released ICON(S), a documentary film that explores the creation of Refik Anadol’s Infinito AI Data Sculpture, a contemporary reinterpretation of the Maison’s Serpenti motif.
Premiered earlier this year, at the Shanghai International Film Festival in June 2025 and later released on Tencent, ICON(S) reflects Bvlgari’s commitment to exploring the intersection of art, technology and narrative. By documenting Anadol’s creative process and the development of Infinito, the film reveals how iconic designs can evolve while retaining their historical essence.
ICON(S) Documentary
The film offers an in-depth look at the collaboration between human creativity and machine intelligence that shaped the sculpture. Infinito was first presented at the Bvlgari Serpenti Infinito Exhibition in Shanghai in January 2025, as part of the brand’s Year of the Snake celebrations.
Displayed in a 360-degree mirrored room, the sculpture invites visitors to step inside a world of light, reflection, and transformation. AI-generated forms shift and shimmer as the viewer moves through the space, turning technology into a living expression of beauty and innovation.
ICON(S) Documentary
ICON(S) Documentary
ICON(S) highlights the opportunities that artificial intelligence brings to the world of high jewellery. Through the lens of digital art, the film showcases how Bvlgari utilizes AI to enhance the storytelling of its designs and project its heritage into the future.
The technology becomes a creative partner, helping to reimagine the Serpenti motif and to reveal new ways of experiencing craftsmanship, emotion, and luxury. By embracing AI, Bvlgari demonstrates how tradition and progress can exist in harmony, each strengthening the other.
Behind the brilliance of the final result lies the intensity of creation. The documentary captures the tension, excitement, and sheer determination that surrounded the exhibition’s preparation. Every detail, from the visual effects to the mirrored installation, carried the weight of expectation. The film conveys the stress and ambition of presenting something entirely new, yet it also shows how beautiful storytelling and breathtaking scenery can turn pressure into poetry.
ICON(S) Documentary
ICON(S) Documentary
Produced by Terminal 9 Studios, ICON(S) features Bvlgari CEO Jean-Christophe Babin and global ambassadors Anne Hathaway and Liu Yifei. Babin, who has led the Maison since 2013, continues to guide its expansion and to encourage the fusion of innovation with craftsmanship. Hathaway and Liu share their thoughts on creativity and artistry, offering intimate perspectives on how timeless symbols can be interpreted anew.
This is Bvlgari’s third cinematic project, following Inside the Dream in 2022 and The Emperor’s Jewel in 2024. Together, they form a trilogy that celebrates creativity in all its forms. ICON(S) shows how data and AI can be transformed into art, creating pieces that are as emotional as they are technical. It is a film about vision and about the courage to look ahead. Through it, Bvlgari reminds the world that heritage is not only something to be preserved, but something to be reimagined.
by Ellis Dowle