.tiffanyandco Global Ambassador JIMIN arrives at the celebration of the grand re-opening of the brand’s Landmark store. Get a full tour of the store here:
The Landmark, while not a registered landmark with the city’s Landmarks Preservation Commission, is — as Arnault confirmed — the most expensive single-brand real estate investment ever made by Tiffany’s holding company LVMH Moët Hennessy Louis Vuitton.
The result is “a bright new world,” as Marino described it. Where the store’s previous iteration had dark wood paneling and polished chrome that spoke to an Old New York, it’s since been replaced by gold and glitz more representative perhaps of today’s world.“We have a duty to surprise… that’s the mission of a living luxury house,” Ledru said of the transformation.
“I wanted to remove the intimidating factor and make the experience of buying jewelry more cheerful and fun — most jewelry stores are still so somber,” Marino said. The area rugs that Marino designed for the store, along with certain wall treatments, lighting concepts and custom caseline designs — the latter of which are all produced in Italy, some with pearlescent tile inlay or cork detailing — will carry over to future Tiffany flagship openings and renovations worldwide, becoming new retail signatures for the brand.
Marino’s signature luxe quirks appear throughout — like the hand-painted Blue Box Café floor that is both childlike and sophisticated and the leather material covering the central staircase’s hand rails that will be wiped down constantly with a special cleaning agent. It’s on this floor that Tiffany’s departure from its old school past appears most obvious. Whereas the previous engagement ring floor spelled out an American tradition, its new version looks to write a fresh narrative — one that could equally excite or rattle some of Tiffany’s more tried-and-true shoppers.
Yet for all their careful planning, Ledru admitted that some elements in the store are subject to trial-and-error. For example, it’s yet to be seen how Marino’s oatmeal-colored rug designs will fare on a slushy New York City winter’s day. And the store’s art collection — which Arnault and Marino curated together and purchased on behalf of the Tiffany brand — could have been more diverse, with only four women in a collection of 28 total artists, and with few ethnic groups represented.
This is best seen in what Tiffany calls “The Audrey Experience,” or an alcove on Landmark’s fifth floor that offers shoppers an immersive experience into “Breakfast at Tiffany’s,” including a replica of Hepburn’s famous Givenchy black dress that is revealed from within a frosted glass vitrine every few minutes.
“There’s lots of nods to what Tiffany is now and will become over the next decades,” Arnault said of Landmark. “Imagine reading an article saying, ‘Tiffany builds the store like it was 10 years ago.’ Who comes to see that?” And the “Diamond on the Roof” three-story addition devised by OMA partner Shohei Shigematsu will serve as Landmark’s center for brand history activations. Starting in 2024 the store’s combined eighth and ninth floors, which the brand is calling its “Cultural Pavilion,” will be utilized as a special exhibition space. Tiffany has retained the services of curators and designers to organize museum-level shows that explore its archives, with a programming schedule set to be revealed at a later date.
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