The Tiffany Flagship Next Door, marking the beginning of Tiffany & Co.’s journey to transform its iconic New York flagship store, which will redefine the modern luxury experience. Located at the adjacent 6 East 57th Street, this location will serve as Tiffany’s New York City flagship store until the transformation of 727 Fifth Avenue is complete in late 2021.
Following a limited preview of the new space with The Men’s Holiday Pop-Up in the atrium, all levels are now accessible and showcasing the entire breadth of Tiffany & Co.’s extraordinary collections. High jewelry and iconic collections including Tiffany T, Tiffany Paper Flowers®, Tiffany Victoria®, Tiffany Keys, and Tiffany HardWear located on the main floor, The Tiffany Men’s Collections on the second floor, love and engagement on the third, and Home & Accessories on the fourth. A private selling room is located on each floor and one VIP salon offer customers the same level of service that they were accustomed to in the original flagship store.
Customers will encounter an atmosphere that feels familiar yet refreshed. The store is designed around a vaulted, escalator-flanked atrium and retains a playful, fun look with a modernized attitude. Combining naïve materials like concrete and stainless steel with amazing nickel and Art Deco cases inspired by the original store. Tiffany brand codes are presented throughout the store in unexpected ways, from wood paneling with Tiffany’s Flora and Fauna motif stenciled onto crates, to Tiffany’s signature Wheat Leaf motif reimagined as a ‘Color Block’ painted feature wall. Each floor offers a unique visual concept that complements its contents and embraces the experimental nature of the space with whimsical nods to its impermanence.
“We have created something truly unique and visually dynamic with this space,” said Reed Krakoff, chief artistic officer, Tiffany & Co.
For the duration of the two-year transformation of its Fifth Avenue Flagship store, Tiffany will experiment with the Flagship Next Door’s floor to ceiling atrium through periodic installations and exclusive partnerships. The unique expansive space will lure the eye upwards, encouraging customers to explore all four floors and allowing them to interact with the world of Tiffany in ways that differ from the traditional store format.
Tiffany & Co. announced its plans to begin a complete transformation of its renowned New York City flagship store on August 14, 2018. The building is an architectural icon that has served as the cornerstone of Manhattan’s most fashionable shopping district since 1940. The transformation of the New York flagship store marks a new chapter on Fifth Avenue and further interlaces the brand into the fabric of New York City.