I am designing a PCIe Card with Arria 10 FPGA. I also have an external 16bit parallel NOR FLASH to hold the configuration image.

yes , it is possible via CvP (Configuration via protocol IP )

Here is the link for your reference

https://www.intel.com/content/www/us/en/programmable/documentation/dsu1441819344145.html

Thank you,

Regards,

Sree

Thanks.

Do you know how to place the FPGA image into the serial FLASH (SPI FLASH)?

yes....In the design you have to add the "Intel FPGA serial Flash loader IP core and ASMII ip core " Then using JTAG (USB blaster) you can directly load the FPGA image into the flash .

Here is the link from intel application notes

https://www.intel.com/content/www/us/en/programmable/documentation/mwh1410805299012.html

Also make sure you select the right serial flash device which is recommended by the Intel . List of supported device given below

https://www.intel.in/content/www/in/en/products/programmable/configuration-device.html

Thank you ,

Regards,

Sree