The blue box unveiled: check out why Tiffany & Co’s NYC store is truly worth the wait

After four years, the iconic Tiffany & Co boutique, now named the Landmark, has finally opened

Tiffany & Co has been a jewellery icon for 83 years, with the brand’s blue box synonymous with luxury and elegance.

Tatler had an exclusive invitation to what could be touted as the “opening of the year” alongside the country’s A-list superstars Anne Curtis and Heart Evangelista, who was accompanied by her husband, Senator Chiz Escudero. We witnessed the opening day on April 26, with the brand CEO Anthony Ledru, EVP for product and communications Alexandre Arnault, and actor Gal Gadot doing the ceremonial ribbon cutting.

As I entered the storied edifice, I was stopped by the first window display facing Fifth Avenue. With the song Moon River playing in the background, I was taken back to the opening scene from Breakfast at Tiffany’s. The legendary actress Audrey Hepburn was peering through the window display in her iconic Givenchy black dress, eating her croissant and sipping her coffee. It’s heartwarming to know that the brand, with its faster-than-light progressiveness and attempt to be at the zeitgeist in all it does, can pay homage to the past and move it forward.

Above Tiffany & Co The Landmark

Above Tiffany & Co’s EVP for product and communications Alexandre Arnault and president and CEO Anthony Ledru

The invitation was slated at 8 am, and of course, we had “Breakfast at Tiffany’s”. Ledru and Arnault greeted the guests and said some choice words, “The brief was simple but complex, to try and protect the legacy; yet we have to surprise and bring the brand to the 21st century,” said Ledru.

Arnault added, “It’s the biggest project we have had on the LVMH group side. We hope you discover the ten floors of magnificent products from silverware to high jewellery. Every category. It’s more than a store but a landmark, an art gallery, an exhibition space, a restaurant, a private club and more”.

Above Bronze Eroded Venus of Arles by Daniel Arsham, 2022

The historical façade is preserved on the ground floor, but innovation is key as LED screens on its arch windows change every hour, displaying the Manhattan skyline and Central Park.

The backbone of the boutique is a spiral staircase that takes you from the third to the eighth floors. It is inspired by Elsa Perreti’s organic forms, crafted in cerused oak and features transparent balustrades and angled mirrors perfect for those selfie moments. The architect and interior designer Peter Marino reimagined the space, and the result is jaw-dropping.

Above The fifth floor is an ode to Breakfast at Tiffany’s and the legendary icon Audrey Hepburn

Here’s a breakdown of the landmark floor by floor. The second floor serves as the internal headquarters and staff lounge. The third floor is dedicated to love and engagement. Everything from wedding bands to engagement rings can be found here. It has private salons in floral motifs for privacy. The fourth floor houses the creations of legendary designers Elsa Peretti and Paloma Picasso and watches. The fifth floor will have sterling silver and services for engravings and personalised stamped blue boxes. Also on this floor is a room paying tribute to Audrey Hepburn, a replica of her gown, an Oscar statue and a script from Breakfast at Tiffany’s housed in a special encasement. The sixth floor has the Blue Box Café helmed by Michelin star chef Daniel Boulud and Tiffany homeware from china, silverware, cashmere blankets and pillows.

Photo 1 of 3 A sculptural spiral staircase echoes the sensual designs of Elsa Peretti

Photo 2 of 3 Love is in the air on the third floor, which houses all things weddings and engagements

Photo 3 of 3 On the seventh floor are the masterpieces including high jewellery

The seventh-floor houses Tiffany high jewellery and exhibits the 128.54-carat Tiffany diamond. The eighth and ninth floor is for Tiffany VIP events space. It is assigned for exhibitions and has an L-shaped terrace facing fifth avenue. The last floor is reserved for VIP salons, a private club and a dining room for 60 people.

Above The main floor of the Landmark

The landmark store has been touted as the most ambitious project of the LVMH group. It is thinking of the future generation of shoppers but is holding on to traditions and heritage. It is poised to face retail’s fickleness and readily addresses those issues with determination and enthusiasm. This is a bold project that earmarks LVMH as the master of the retail universe.

Days after the store opened, I was walking on fifth avenue and saw the throngs of people lining up to take a peek or shop. The blue box has been unveiled, and as the song goes, “If you can make it there, you’ll make it anywhere”. Tiffany’s reign has indeed restarted.

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The blue box unveiled: check out why Tiffany & Co’s NYC store is truly worth the wait