The Iconic NEWBORN Monument: Where Freedom takes Center Stage
By Beata Bruggeman-Sekowska
Rita Ora lit up the world stage dancing atop this spectacular monument in her hit song “Shine Ya Light”—a moment so powerful, it landed on the front page of The New York Times.
Located in the heart of Pristina, Kosovo, the NEWBORN Monument is more than just a landmark—it’s a bold statement of identity, resilience, and hope. Unveiled on February 17, 2008, the very day Kosovo declared its independence, NEWBORN became an instant symbol of a nation’s fresh start. This powerful piece of public art evolves each year, reflecting the country’s journey and struggles. Internationally celebrated, it has earned prestigious accolades, including the Cannes Gold Lion Award, and remains one of the most recognizable and photographed places in Kosovo. A must-see. A must-feel. NEWBORN is not just a monument—it’s a movement.
The Iconic NEWBORN Monument
In the heart of Pristina, Kosovo, the Newborn Monument captures the spirit of a nation’s struggle and triumph. It was unveiled on February 17, 2008, the very day Kosovo declared independence from Serbia. Located in front of the Palace of Youth and Sports, it became an instant symbol of freedom, resilience and new beginnings.
©Beata Bruggeman-Sekowska
A monument of global recognition
The bright yellow capital letters spelling “NEWBORN” quickly became a focal point for both Kosovars and international visitors. The monument was signed by thousands, including the President and Prime Minister of Kosovo, as 150,000 citizens celebrated their independence. The unveiling of the sculpture gained worldwide media attention, even making the front page of The New York Times.
Designed by Kosovar artist Fisnik Ismaili and created in collaboration with the agency Ogilvy Kosova, the structure was completed in just ten days. Weighing nine tons and measuring 3 meters high and 24 meters wide, its design was carefully chosen to reflect Kosovo’s emergence as a modern, independent nation.
©Beata Bruggeman-Sekowska
A changing symbol
For the first five years, the letters remained yellow, serving as a canvas for citizens to sign their names and leave messages of hope. However, in 2013, marking Kosovo’s fifth anniversary of independence, the monument was repainted with the flags of the countries that had recognized Kosovo as a sovereign state. Since then, the Newborn sculpture has been repainted annually, each design reflecting Kosovo’s evolving identity and ongoing political journey.
The monument’s transformation continued in 2018, when a “10” replaced the letters “BO” to mark a decade of independence. In 2023, the letters were rearranged to spell “No New Broken Republic,” a political statement reflecting ongoing frustrations regarding Kosovo’s international recognition and governance challenges.
Impact
The Newborn Monument has become a popular tourist attraction, featured in music videos such as Rita Ora’s “Shine Ya Light”, where the singer, of Kosovar Albanian heritage, danced atop the letters while draped in the Kosovar flag.
Just a ten-minute walk away, another significant statue stands: Bill Clinton, commemorating the former U.S. President’s key role in Kosovo’s path to independence. These monuments together highlight the deep political connections that helped shape modern Kosovo.
An award-winning design
Newborn’s design has received numerous international awards, including the Cannes Gold Lion, Silver Clio Award, Eurobest European Advertising Festival Silver Award, and the Golden Drum Grand Prix. It is recognized not only as a national landmark but also as an innovative piece of public art that continues to evolve with Kosovo’s history.
Photos: ©Beata Bruggeman-Sekowska
Author: Beata Bruggeman-Sękowska is an international journalist and author with a background in American Culture Studies from Warsaw University. She is the chief editor of the Central and Eastern Europe Center and president of the European Institute on Communist Oppression. Born in Warsaw and currently residing in the Netherlands, Beata has roots in Lviv, Ukraine and has Armenian heritage.
