2x4 collaborated with Bvlgari to launch their first-ever public artwork in the United States: auruBOROS, Urban Memory and Collective Dream. The installation was a commission from Berlin-based artist duo Plastique Fantastique (Yena Young and Marco Canevacci), and began with our collective strategy to bring Serpenti Infinito into the public realm using contemporary art as a way to connect one of Bvlgari’s most enduring icons with the city. The monumental golden structure—part sculpture, part architectural anomaly—was unveiled on the High Line to kick off New York Fashion Week, with an opening party at the Boom Boom Room.
We led strategy and creative direction across the project, developing the concept with Young and Canevacci at their studio in Germany and the installation site in New York. Winding its way through New York, our visual identity for the project pairs heritage and disruptive elegance. Optical patterns and geometric forms evoke a serpent defined by bold contrast, bringing a distinctly American energy to the global platform.
To mark the occasion, Yena Young created a special edition art object that can be reconfigured endlessly to explore how the two spirals intertwine and relate. The edition includes a small booklet exploring the serpent motif, ouroboros, through a series of historical references, a signed print edition drawing, and a conceptual map of the work on and within the architecture of The High Line.
