Bulgari has brought its iconic Serpenti motif to the streets of New York with auruBOROS—Urban Memory and Collective Dream, a monumental public art installation transforming the High Line into an unexpected stage for the Italian luxury house.
Created in collaboration with Berlin-based multidisciplinary artists Plastique Fantastique, the 33-foot pneumatic sculpture rises above Little West 12th Street near The Standard, High Line. Its reflective golden surface twists through the urban landscape, creating a striking contrast against the greenery, architecture and movement of the elevated park.
The installation is the latest chapter of Bulgari’s Serpenti Infinito project, which explores the house’s signature snake through contemporary art and creative collaborations. First introduced in jewelry in 1948, the Serpenti has evolved across Bulgari’s collections while maintaining its recognizable coiling form.
For auruBOROS, Plastique Fantastique reimagined the serpent as an oversized architectural intervention. The reflective structure interacts with its surroundings, shifting in appearance with the movement of visitors, changing weather and the constantly evolving backdrop of Manhattan. Rather than simply occupying the High Line, the sculpture turns the surrounding cityscape into part of the artwork.
The installation also became a focal point during New York Fashion Week, with Bulgari unveiling the project on September 9 alongside the launch of Serpenti Infinito in New York. Brand ambassadors including Dua Lipa, Anne Hathaway and Lisa of Blackpink attended the celebration, bringing together fashion, jewelry, art and entertainment against the Manhattan skyline.
Positioned within one of New York’s most recognizable public spaces, the project demonstrates how luxury brands are increasingly extending their visual identities beyond traditional storefronts. Bulgari’s signature serpent becomes not only a jewelry motif, but a monumental piece of public-facing brand storytelling.
auruBOROS—Urban Memory and Collective Dream is on view through September 20, 2026, and is free for the public to visit.
Photos by Bvlgari
