Interior view of a museum room with classical frescoed walls, displaying three pink sculptures of busts on red pedestals, illuminated with spotlights.
A mannequin bust with a dark red tone, adorned with ornate jewelry including a necklace and large earrings that feature colorful, intricate designs with Egyptian motifs.

Pennisi: 50 Anni di Eccellenza
Project Creative Direction & Event Design by Paula Cademartori

An art exhibition displaying glass sculptures of red flowers in a grand, ornate room with chandeliers, gold accents, marble columns, and mirrors.
Display of earrings and a bust of a woman with jewelry in a museum setting with ornate decor and a large mirror.
A pink mannequin bust wearing a necklace with round, painted pendant pieces and gold decorative elements, displaying scenic European-style landscape and historical images.

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.”

Pink bust sculpture of a woman with elaborate earrings and hair accessories displayed inside a glass case in an ornate, historic room with marble columns and decorative mouldings.
Exhibition of pink sculptures of a head, a hand, and a heart inside glass cases in an ornate, gold-decorated hall with large marble columns and a decorative ceiling.
Close-up of ornate jewelry boxes on a decorative red carved pedestal with a blurred background.
Ornate earrings displayed on a decorative pink architectural fragment in a museum exhibit.
A white bust of a woman wearing a large necklace and earrings with a pink gemstone, displayed inside a glass case with a red background, in a room with ornate decor, golden accents, and a mirror on the wall.

“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 pink sculpture of a hand holding a small ornate golden ornament with rhinestones. The hand is standing against a pink background, and a blue ribbon with a crown and letter 'M' emblem is attached to the wrist.
Exhibition of jewelry displayed in pink cases inside a grand, ornate room with marble columns, gold accents, and chandeliers.
A side profile of a sculpture with a brain as the head, decorated with elaborate jewelry and hair accessories. The sculpture's brain is painted in shades of red and pink, with shiny, textured details. It features large, sparkling earrings and a hair ornament resembling two curved, bejeweled hairpins.
Close-up of a pink mannequin or statue with jewelry, including a watch on the wrist, multiple bracelets, and a necklace with a pendant, against a pink wall and a pink cloth or fabric on the surface.
A hand painted in bright pink holding a gold jewelry bracelet with colorful stones, set against a pink and dark gradient background.

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.

Pink display head with rhinestone earrings and jewelry, with several additional pink decorative pieces. The display is artistically painted and styled.
A luxurious gallery with ornate gold-trimmed doors and a marble wall, showcasing sculptures and artifacts in glass display cases, with a grand chandelier hanging from the ceiling.
Museum display case showcasing a pink Corinthian-style column capital with intricate carvings, set against a red backdrop inside an ornate, grand marble hall with chandeliers and decorative moldings.
A museum exhibit featuring pink sculptures of a muscular man, inside a grand, ornate room with a chandelier, gold decorative elements, marble columns, and detailed ceiling ceiling.
A museum display features a pink marble bust of a woman with a pearl necklace, set against a golden backdrop. Above, intricate ceiling murals depict mythological scenes and figures, with a painted ceiling illustrating gods and mythological beings in a classical style.

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