Pennisi: 50 Anni di Eccellenza
Project Creative Direction & Event Design by Paula Cademartori
In 2023, Paula Cademartori curated the creative direction and event design for the fiftieth anniversary celebration of Pennisi, held on 5 December at Palazzo Serbelloni, in Milan. Conceived as an immersive and multisensory experience, the event celebrated five decades of craftsmanship, heritage and collecting culture, translating the legacy of Giovanni Pennisi into a contemporary visual narrative. Through a carefully orchestrated spatial journey across the palace’s historic rooms, the project elevated the maison’s identity into a refined and emotionally resonant aesthetic dimension.
“I was captivated by the beauty of a map of jewels that no longer exists.”
“I set out to celebrate the mastery of high jewellery in its most authentic and uncompromised form, allowing craftsmanship to take centre stage beyond the dictates of commercial logic.”
Cademartori’s creative vision centred on the idea of transforming the exhibition into a poetic narrative rather than a traditional jewellery presentation. The iconic burgundy tone associated with Pennisi’s visual identity became the guiding architectural element throughout the installation, accompanying visitors through a sequence of scenographic environments beginning in the majestic Sala Napoleonica. Sculptural display cases and anthropomorphic plaster cast supports were introduced to create a dialogue between the neoclassical architecture of the palace and the exceptional jewellery pieces on display, emphasizing their artistic and historical value.
A central aspect of the project was the unveiling of the “Pennisi Private Collection”, presented publicly for the first time. Rare and historically significant pieces, including a 1928 Buccellati bracelet gifted by Gabriele d’Annunzio and an engraved Egyptian bracelet featuring a poem, were showcased within an exhibition conceived to celebrate the pure essence of high jewellery. The event also incorporated the publication La collezione Pennisi by Alba Cappellieri into the overall spatial design, creating a dialogue between memory, art and contemporary vision. The project reflected Paula Cademartori’s multidisciplinary approach to creative direction, where heritage, storytelling and scenographic precision converge into a singular visual experience.
