A New Golden Landmark on the High Line
The High Line currently hosts its most striking installation to date. Bulgari has introduced a 33-foot pneumatic sculpture titled auruBOROS—Urban Memory and Collective Dream to the elevated park near Little West 12th Street. Designed by the Berlin-based duo Plastique Fantastique, the piece features massive, reflective golden coils that snake around the park's concrete supports. This installation arrived in the Meatpacking District earlier this week and will remain accessible to the public through September 20. The artwork serves as an interactive environment, allowing pedestrians to walk among the metallic forms as they mirror the changing light and activity of the city.
The Concept Behind the Installation
The title of the project merges the Latin word for gold, aurum, with the ancient symbol of the ouroboros, representing a serpent consuming its own tail. Artists Marco Canevacci and Yena Young designed the structure to reflect themes of transformation and memory. Their choice of location carries weight, given the history of the High Line itself. The park occupies a former freight rail line, which developers transformed into one of the most visited public spaces in New York City. This history aligns with the serpent motif, which Bulgari has featured in its jewelry designs since the 1940s. The sculpture serves as a physical bridge between the luxury brand's heritage and the industrial legacy of the New York City skyline.
Global Context and Local Impact
This project represents the first public art installation by Bulgari within the United States. It functions as part of the brand’s broader Serpenti Infinito series, which previously traveled to cities including Shanghai, Seoul, and Mumbai. Each iteration involves local artists reinterpreting the serpent icon to fit the specific character of the host city. Plastique Fantastique brings expertise in large-scale inflatable art to this commission, building on prior work displayed at the 2019 Venice Biennale and the 2023 Nuit Blanche in Paris. Their approach creates a sense of scale that dominates the narrow corridors of the park while remaining portable enough for the global tour.
Launch Events and Public Access
Luxury branding and public space converged during the launch event held this past Wednesday. High-profile guests including Anne Hathaway, Dua Lipa, and Lisa attended the debut of the golden serpent. The celebration moved to the nearby Standard Hotel for performances by Andra Day and DJ sets from Kaytranada and others. Despite the glamour of the launch, the sculpture itself remains open to all members of the public without charge. It serves as a temporary visual disruption of the urban environment until the deinstallation process begins on September 21. Residents and visitors have roughly two weeks to view the work before it leaves New York for its next destination.