The Serpenti (snake) facade of the Bvlgari Ginza Tower, unveiled ahead of other stores worldwide, won the Japan Design Space Association Award (DSA Award) and the Ginza Street Association Award for Excellence in the Watches, Jewelry, Eyeglasses, and Cameras category at the Ginza Display Contest, sponsored by the Japan Design Space Association. The dynamic design, featuring Bvlgari's iconic Serpenti motif, entwines the facade of the Ginza Tower. It was first installed at the Ginza store and has since been rolled out to major stores in New York and elsewhere. Other winners of both awards include Hermès Japon and Shiseido Parlour. Photos of the winning designs will be exhibited in the Ginza Street Guide in the Ginza Mitsui Building from January 12 to February 12 next year. The Ginza Display Contest, which has a history of approximately 30 years, is held in December, when stores throughout the Ginza area are at their most spectacular.