In the international arms race known as Holiday Window Dressing, the jeweler Bulgari went one step further this year. Rather than putting baubles and decorations in their selling space, they had metallic, light-up snakes (which apparently are the brand’s “legendary symbol”) installed across the façades of their flagships in New York, Rome, and Tokyo. Here in Manhattan, the Cut tagged along exclusively as they installed 52 iridescent scales, each one more than three-feet tall and lit from below with LED lights, on Fifth Avenue. Click to be mesmerized in our time-lapse video above. And your move, Barneys. Though it’s too bad Simon Doonan won’t be helping out this year.