For decades, Serpenti has existed at the intersection of jewelry, symbolism, and transformation. Now, Bvlgari has taken the icon somewhere it has never been before: into the New York skyline itself.
The latest chapter of Serpenti Infinito arrives along the High Line, where Bvlgari has transformed its legendary serpent into an immersive work of contemporary art. At its center is auruBOROS, a monumental installation conceived by Berlin-based art and architecture duo Plastique Fantastique, marking Bvlgari’s first public installation in the United States.
Rising from beneath The Standard High Line, the installation introduces enormous golden coils to the surrounding cityscape. Measuring nearly 33 feet, the breath-like structure transforms the familiar language of Serpenti into something architectural and almost ethereal. Here, the serpent is no longer confined to a necklace, watch, or jewel but has become part of space and time.
Architecture, movement, light, and sound converge within the installation, inviting visitors to experience Serpenti through different senses. The result reflects a central idea behind Serpenti Infinito: artistic expression across cultures and scenes.
New York provides a particularly fitting setting for the installation. The city’s layered architecture and constant movement create a backdrop where the monumental golden form can feel both unexpected and perfectly fitting.
However, the Serpenti Infinito extends beyond the ground. The experience continues throughout New York, including a dedicated animation at Bvlgari’s Fifth Avenue flagship, creating a citywide expression of the brand’s recognizable symbol.
With auruBOROS, Bvlgari offers a new way to encounter an icon: not simply as something to wear, but as something to enter, experience, and see differently.
