Cover The Audrey
Experience at Tiffany & Co’s flagship New York store (Photo: Matteo Prandoni / David Benthal / BFA)
The Audrey Experience at Tiffany & Co’s flagship New York store (Photo: Matteo Prandoni / David Benthal / BFA)
1 / 1
BTS’s Jimin, Pharrell Williams and Hailey Bieber were spotted at the star-studded opening party, where Tatler caught up with the brand’s Alexandre Arnault
New Yorkers trying to navigate past the corner of 5th Avenue and 57th Street would have found it even more gridlocked than usual on the evening of April 27—the city block was packed with shouting fans making heart shapes with their fingers, smartphones waving haphazardly in the air and enough stars on the red carpet (it was actually blue) to make up their own glitzy constellation. After four years of renovation, Tiffany & Co has finally reopened its doors.
The brand’s flagship where Audrey Hepburn famously chewed on a croissant in Breakfast at Tiffany’s is now christened The Landmark, and the rebirth—the venue’s first transformation since it opened in 1940—is meant to mark a “new era” for the retailer, according to Alexandre Arnault, Tiffany’s executive vice president of product and communications.
In case you missed it: How ‘Sex and the City’ jewellery designer Mimi So forged her path as an independent creator
“It is the ultimate physical representation of everything Tiffany stands for: pushing boundaries, relentless innovation and cutting-edge craftsmanship have been defining pillars of the house since its founding in 1837,” he explains to Tatler. “The Landmark is the latest manifestation of these core values.”
Arnault expressed the need for the venue to be more than simply a jewellery store, but rather an immersive destination where art, craftsmanship, heritage and lifestyle could converge. The building houses custom artwork, never-before-seen jewels, and immersive displays that are meant to define the new Landmark as one of the most prestigious stores in Manhattan.
The ambitious vision was shared with a team of architects and designers, including Peter Marino, a longstanding LVMH collaborator, and Shohei Shigematsu of architectural firm Office for Metropolitan Architecture (OMA).
Marino was in charge of transforming the interior while OMA spearheaded the addition of the three-storey rooftop that replaces the office space added in 1980, although Arnault emphasised that the building’s exterior still pays homage to its “iconic original structure”.
“Our objective was to imbue the brand with newness while also honouring our longstanding legacy. The Landmark embodies this careful balance of staying true to our DNA and simultaneously pushing the brand forward,” he says. “Innovation and creativity are deeply rooted in our heritage and guide us in everything that we do today. The Landmark is the perfect representation of the past and future.”
In the wake of Tiffany’s acquisition by LVMH in 2021, the brand has focused on enhancing its brand strategy and expanding its global presence, primarily through innovative collaborations, celebrity brand ambassadors and campaigns targeted at an audience that values communication, authenticity and transparency.
Above The Landmark is a destination where art, craftsmanship, heritage and lifestyle converge (Photo: Matteo Prandoni / David Benthal / BFA)
The Landmark is a destination where art, craftsmanship, heritage and lifestyle converge (Photo: Matteo Prandoni / David Benthal / BFA)
1 / 1
“We know that the next generation wants to align themselves with brands that share their values; they are seeking an experience that will deepen their emotional connection to the brand. We plan to continue to engage with our clients by building upon those existing emotional connections and strengthening them through the unparalleled experiences that we are able to provide them,” Arnault elaborates. “We will continue to explore new partnerships that align with our brand values; we will continue to elevate, expand and innovate. Tiffany’s success has shown us our strategy is working.”
Collaborations in particular have played a crucial role in the brand’s strategy, allowing Tiffany to connect with new audiences and expand its reach. If the throng of fans parked outside The Landmark during its launch party was anything to go by, it’s clear that the strategy is a solid one, buoyed by the enthusiasm of tomorrow’s luxury consumer eager to align their lifestyle and interests with that of their favourite celebrity ambassador, or what the industry often calls a friend of the brand.
Jimin (Photo: BFA)
1 / 5
Among the stars who attended the celebration were the three current house ambassadors Jimin from K-pop band BTS, Zoë Kravitz and Gal Gadot (who was also present for the ribbon-cutting the previous day), as well as Anya Taylor-Joy, blinged out in a necklace and earrings from the brand’s first Bird on a Rock collection, Tatler’s March 2023 cover star Pharrell Williams, Hailey Bieber, “Win” Metawin Opasiamkajorn and Eileen Gu, among others. The exclusive party began with an opening set by DJ Mia Moretti, followed by a performance by the Radio City Rockettes, a headlining performance by American singer-songwriter Katy Perry, and a DJ set by Mark Ronson to close the evening.
Even now that the star-studded furore of the evening has subsided, fans of the brand still have plenty in the way of Instagram fodder. The ten-storey flagship is well worth a walkthrough even for those who are more interested in table settings than gem settings.
Alexandre Arnault (Photo: Matteo Prandoni / David Benthal / BFA)
1 / 4
Upon entering, one’s attention is almost certain to be attracted by the ceiling installation, which mimics the geometrical facets of a gemstone and spans nearly the length of the room, as well as the video walls that project sweeping views of Central Park and the Manhattan skyline when switched on and serve as mirrors when turned off. Parquet flooring throughout the building harks back to the original 1940s design, echoing the pattern from the original store interior. The heart of the property features a sculptural spiral staircase with undulating transparent balustrades adorned with rock crystal, inspired by, and reflecting the sensual and organic designs of Elsa Peretti. Hungry visitors should swing by The Blue Box Café— helmed by chef Daniel Boulud of New York’s two-Michelin-starred Daniel—which has been redesigned to include a private dining area and bar with art installations. And there is plenty to see on the art front, with almost 40 works showcased on site, with works by renowned artists such as Damien Hirst, Julian Schnabel, Rashid Johnson, Anna Weyant and Daniel Arsham.
On the shopping front, the offerings include extraordinary diamond watches, limited-edition home objects, fashion accessories and of course, jewellery. As of now, the store is home to the largest collection of Tiffany High Jewelry in the world, including a new design for the legendary 128.54-carat Tiffany Diamond.
“The luxury industry rapidly evolves day by day. We will continue to take risks and innovate, utilising the level of detail at Landmark as a source of inspiration,” Arnault says. “While there is still work to be done, we’ve seen that our strategy is working and look forward to what lies ahead. “Since its inception, Tiffany & Co has been a pioneer in the luxury jewellery industry and today, we see it as the only true American luxury brand.”
Whether or not one agrees with this statement, it is nevertheless hard not to acknowledge the splash Tiffany has made with this flagship reopening, and the considerable resources it has put behind its strategy to appeal on a more holistic level to today’s luxury consumers who align more closely with brand values than simply products. Time will tell whether Arnault’s promise to elevate and innovate will hold true, but in the meantime, there is no denying that The Landmark can be considered a timeless icon in the city that never sleeps.
