Bvlgari unveiled its latest art installation, auruBOROS—Urban Memory and Collective Dream, during New York Fashion Week with a star-studded party that included Anne Hathaway, Dua Lipa, Lisa, and Hudson Williams. Guests gathered beneath the Serpenti-inspired sculpture’s golden coils before moving to Boom at The Standard. The evening included DJ sets by Mona Matsuoka, Kaytranada, and Gjin Lipa, followed by a special performance from Andra Day. The evening also marked the debut of five new Bvlgari high jewellery creations.

Those strolling along New York’s High Line, the elevated park that winds through Manhattan’s west side, this fall may notice a shining new feature.

For Bvlgari’s first-ever public art installation in the United States, the Italian jeweller pays homage to one of its crowning collections: Serpenti. The snake motif, which has slithered its way into the hearts of jewellery lovers for decades, is one of Bvlgari’s most emblematic symbols.

Its coiling, wrap-around design debuted in 1948 and since then, Bvlgari has reinterpreted the serpentine motif in countless ways, from watches and bracelets to handbags.

The installation, auruBOROS: Urban Memory and Collective Dream, is the latest addition to its global art project, Serpenti Infinito. The project began with an installation in Shanghai in 2025—the Year of the Snake—and continued through Seoul and Mumbai later that year.

Each iteration is designed to represent the dynamic and society of its respective city and how the symbol of the snake changes depending on location. Every culture has its history with serpents, with plenty of mythology, history, and meaning to pull from.

“As a symbol of perpetual transformation and infinite renewal, Serpenti invites us to embrace change as a source of beauty, innovation and inspiration, creating experiences that resonate far beyond the boundaries of time and place,” says Laura Burdese, Bvlgari CEO.

For New York, scale and grandeur were key: auruBOROS plays with the alchemical idea of gold as transformative matter. In its reflective surface, visitors can view themselves and the city through a new lens.

To design the structure, Bvlgari commissioned Berlin-based creative duo Plastique Fantastique—the alias of Marco Canevacci and Yena Young—whose immersive, spatial installations are known for playing with perception. For their interpretation of auruBOROS, they wanted to turn the mirror on New York, capturing the city’s unique rhythms and energy.

“With Serpenti Infinito New York, Bvlgari reaffirms its enduring commitment to art as a universal language that connects cultures, inspires dialogue and celebrates creativity in all its forms,” says Burdese.

The sculpture’s two massive intertwining coils emerge from the pavement, arching over passersby walking below The Standard Hotel, mimicking the movement of a curling snake.

“Bringing Serpenti to one of the world’s most dynamic cultural capitals marks a meaningful new chapter in the icon’s extraordinary journey,” says Burdese. “One that continues to evolve while remaining deeply rooted in our Roman heritage.”

From September 10–20, auruBOROS: Urban Memory and Collective Dream will be showcased on the High Line at Little West 12th Street.

As auruBOROS opens to the public, Bvlgari will also unveil a selection of high jewellery pieces that interpret New York’s storied artistic heritage through the vision of Serpenti. Three new Serpenti Tubogas pieces and an exclusive high accessories minaudière will make their global debut in select boutiques in September.

Images courtesy of Bvlgari.