Presented along the High Line, the experience continues the Maison’s international exploration of the serpent as a symbol of wisdom, vitality and renewal, while inviting visitors to encounter an iconic design through movement, light, sound and monumental form.
At the heart of the presentation stands auruBOROS, the Maison’s inaugural public installation in the United States, created by Berlin based art and architecture duo Plastique Fantastique. Marco Canevacci and Yena Young have interpreted the Serpenti identity as a ten meter pneumatic structure whose golden coils rise beneath The Standard High Line and become part of the surrounding cityscape. The installation creates a sensory environment in which architecture appears alive, reflecting the fluid lines, sculptural rhythm and expressive character associated with Bvlgari luxury jewelry.
The serpent has occupied a meaningful place within Bvlgari’s creative universe for generations, carrying associations with transformation, intelligence and eternal renewal across cultures. Through Serpenti, these ancient ideas are translated into precious metals, radiant gemstones and exceptional Roman craftsmanship, giving each creation the presence of a personal talisman and the cultural significance of a collectible artwork. Serpenti Infinito extends this philosophy into the public realm, allowing the familiar curves of luxury jewelry to assume an architectural scale while preserving their emotional and symbolic resonance.
For the 1%, the experience reflects a sophisticated understanding of luxury as an expression of identity, cultural awareness and personal legacy. A significant jewel can mark an achievement, preserve a family story and communicate an appreciation for artistry through a creation designed to move across generations. Bvlgari positions Serpenti within this world of intentional collecting, where provenance, craftsmanship, design language and emotional meaning shape the relationship between an individual and an exceptional object.
The scale of global private wealth gives this cultural conversation particular relevance for the luxury jewelry industry. According to the Altrata World Ultra Wealth Report 2024, the global population of Ultra High Net Worth Individuals reached 426,330 people in 2023, with collective wealth of $49.2 trillion. This community represented 1.1 percent of the global High Net Worth population while holding 32 percent of its combined wealth, creating an influential audience for exceptional craftsmanship, private collecting and meaningful luxury experiences.
Luxury jewelry also occupies a vibrant position within the evolving fashion landscape, supported by the growing importance of recognizable design and established creative heritage. The McKinsey State of Fashion 2026 reported that branded jewelry represented 25 percent of the market in 2024 and recorded annual growth of 8.3 percent between 2021 and 2024. The same research projects annual sales growth between 5.3 and 5.6 percent for fine jewelry through 2028, highlighting sustained enthusiasm for creations that combine lasting materials with recognizable artistic identity.
Serpenti Infinito responds to this enthusiasm by presenting luxury jewelry as part of a complete cultural world shaped by art, place and participation. Visitors can continue the journey through a dedicated Serpenti experience that explores the icon’s transformations across jewelry and watches, while a special animation at the Bvlgari Fifth Avenue flagship carries the story into another celebrated New York setting. Each element strengthens the connection between physical craftsmanship and immersive storytelling, creating an encounter that feels personal, memorable and connected to the spirit of the city.
Through auruBOROS, Bvlgari gives the Serpenti form a powerful urban presence while celebrating the qualities that have sustained its appeal across generations. The installation expresses renewal through movement, heritage through design and individuality through the language of luxury jewelry, offering the 1% a compelling vision of collecting as both personal expression and cultural participation. In New York, the serpent becomes a living symbol of creative possibility, carrying the brilliance of Roman craftsmanship into a new chapter shaped by art, imagination and enduring beauty.