Italian luxury brand Bulgari is aiming for the millennial market, CEO Jean-Christophe Babin has revealed during a visit to Singapore.

He was in the city for the opening of the Bulgari SerpentiForm exhibition at the ArtScience Museum. Running until October 15, the exhibition pays homage to Bulgari’s most iconic motif the snake, and how it has inspired the world of jewels, arts, design, fashion, decorative arts and photography.

Making its first global stop in Singapore since being launched in Rome last year, the exhibition covers 1505sqm and features ancient jewels and antiquities alongside contemporary artworks, vintage evening dresses and costumes from the theatre and cinema.

Taking the spotlight however are Bulgari Serpenti creations from its archives and private collections. “It is important to frame our DNA in a dynamic way, for our heritage to be used as a platform to focus on the future,” says Babin.

“This is why, as a brand, we cannot ignore the power and demands of consumers between 17 and 35 years old, who are at a stage when they are just entering the luxury market.

“Undoubtedly, as an Italian brand with roots in luxury jewellery, our customer skews slightly older, someone with more purchasing power. Still, we cannot ignore younger consumers, more of whom these days are keen to express their personality with items that are edgy and daring.”

Asian markets such as China, Hong Kong and Japan account for about half of Bulgari’s global revenue.