Tiffany & Co reopens its doors to a new world of luxury on Fifth Avenue

if the iconic Fifth Avenue Tiffany & Co aroused dreams and delusions of consumption in the character of Audrey Hepburn in Breakfast at Tiffany’s (luxury doll in movie theaters in Brazil), imagine if she could see the revamped version of the store, which undergoes the biggest renovation in its history, more than 60 years after the release of the film. For sure, Holly would be delighted with what the brand has called “much more than a flagship”.

Since 1940, the address has not undergone major changes. The work transforms what was a concept store into a superlative space that unites cutting-edge art and design in a project that goes beyond the idea of ​​a jewelry store.

The turn is a brand strategy, which bets on the power of marketing and branding in what will possibly be a watershed in luxury stores. The reopening takes place on April 28, when the 10 thousand square meters in the middle of Fifth Avenue will be opened to the public.

A new store concept combined with the traditional luxury Tiffany

It took more than three years of work to show the world a Tiffany & Co that goes beyond jewelry and establishes itself as cultural icon through a modern and luxury architecture which involves a lot of art and design.

The closing of the store in 2019 for the major renovation was questioned by many in the business world. After all, the then flagship accounted for 10% of Tiffany & Co’s global sales. Even without this asset, the brand sold €5.12 billion in 2022, 18.5% more than the previous year, according to HSBC surveys.

The numbers make the jewelry brand the second largest in the world, second only to Cartier. The expectation is to make New York’s cultural icon much more attractive to the millions of visitors and consumers who pass through there daily.

Named as the biggest overhaul of a luxury store in the world to date, the strategy may be linked to the trend in the luxury sector to showcase the brand and resume its historic heritage in the world of fashion and beauty. Maisons are going all out on social media. After all, what a selfie at the new Tiffany & Co can generate in terms of engagement is not in the comic book.

Preserved facade, diamond roof and tribute to Breakfast at Tiffany’s

It won’t be hard to find the new Tiffany & Co. It continues at the same address, on Fifth Avenue, and its façade has been preserved. Inside, it’s a different story: paintings, sculptures, videos and NFTs mix with grandiose luxury architecture.

Works by Jean-Michel Basquiat, Damien Hirst and Julian Schnabel are among the more than 40 works on display. Among them, there are NFTs like Tom Sachs, which features a Tiffany blue rocket.

On the fifth floor, visitors find the famous little black dress that Audrey Hepburn wore in Breakfast at Tiffany’s, as well as photos of the actress. The floor above is home to the Blue Box Café, whose kitchen is headed by one of the most celebrated French chefs in the United States.

Daniel Boulud leads the French-American restaurant, which has a capacity for 61 people and was built under a ceiling studded with Tiffany blue boxes. The menu is inspired by the movie Breakfast at Tiffany’s and offers coffee with milk and croissants every day.

On the 8th floor terrace, a apple carving nods to the Big Apple. The 10th floor was named The Tiffany Private Club, with an unparalleled view of Central Park to host events.

From luxury jewelry to cultural experience in the heart of the Big Apple

With three new floors of glass at the top of the building, the new Tiffany & Co is set to regain its spot on New York’s top 5 most popular attractions list, alongside the Statue of Liberty and Central Park.

The jewelry store stands out and will sell a unique bird-inspired line from Schlumberger. There are private spaces for consultation tables throughout the building. On the engagement floor alone, there are four private salons.

_{Tiffany & Co campaign says reopening will be a major milestone for the luxury brand. Playback/Instagram}

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There are also spaces dedicated to other categories, such as crockery, watches, bags and glasses. More than a shopping point, the brand proposes to offer experiences, and the person chosen to develop part of this almost megalomaniac project was Peter Marino, who renovated Dior on Avenue Montaigne and the Cheval Blanc hotel in Paris. He was the chief architect, alongside the Office for Metropolitan Architecture (OMA), who designed the three glass-topped floors, called by the brand diamond on the roof.

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Cover photo: The facade of the iconic store was preserved, but the renovation transformed everything inside. Playback/Instagram