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Unboxing Tiffany ''The Landmark"

tiffany hall with jewellery
First floor of Tiffany "The Landmark" on 5th Avenue

It is exciting to see Tiffany & Co's historic store on Fifth Avenue reopening after a long renovation period. The store is expected to be more than just a jewellery store; it will serve as a cultural hub, showcasing impressive architecture, cutting-edge art, and design. The CEO of Tiffany & Co, Anthony Ledru, has described the reopening as a milestone for the brand, and it is clear that the company has put a lot of effort into making this reopening a superlative-laden event. The reopening of the store is likely to generate a lot of interest and excitement, not just among jewellery lovers, but also among those interested in architecture, art, and design.

Tiffany's new flagship store in New York spans almost 10,000 square metres across 10 floors, with a stunning three-storey glass addition at the top. The store is expected to draw millions of visitors in the upcoming months, and the executive vice president of product and communications, Alexandre Arnault, hopes to see it ranking among the top five attractions in New York again. The store is being called a "landmark" by Tiffany, as it represents much more than just a flagship location. If you're planning to visit New York, be sure to add Tiffany's flagship store to your list of must-see attractions.

While the facade was preserved, inside it’s a complete transformation. Art comes in many forms, including paintings, sculptures, videos, NFTs, and installations. Tiffany has acquired approximately 40 artworks over the last two years, featuring prominent pieces by artists such as Jean-Michel Basquiat, Damien Hirst, Julian Schnabel, and Daniel Arsham. Notable works on display include Basquiat's "Equals Pi," which was featured in Tiffany's 2021 "About Love" campaign with Jay-Z and Beyoncé, as well as NFTs by Urs Fischer and Tom Sachs. Fischer's NFT was inspired by Jean Schlumberger’s ‘Bird on a Rock’ brooch, while Sachs' NFT represents a rocket in Tiffany blue. In addition, visitors can also view Audrey Hepburn's iconic little black dress from "Breakfast at Tiffany's" and photos of the actress on the 5th floor.

animated shop window at tiffany
Animated shop window of "Breakfast at Tiffany" staring Audrey Hepburn

Peter Marino, known for his notable work on Dior's historic flagship on Avenue Montaigne and the Cheval Blanc hotel in Paris, led the architectural design for the project, with support from the Office for Metropolitan Architecture (OMA) co-founded by Rem Koolhaas. The three-story glass addition, which Arnault refers to as "the diamond on the roof," was designed by OMA.

Tiffany has enlisted the expertise of Daniel Boulud, one of the most renowned French chefs in America, to lead the Blue Box Café located on the 6th floor. The French-American restaurant features seating for 61 guests beneath a ceiling adorned with Tiffany blue boxes and offers an all-day "Breakfast at Tiffany's" menu, including items such as café au lait and croissants. The 10th floor, known as The Tiffany Private Club, is equipped with a kitchen and boasts a breathtaking view of Central Park, making it the perfect venue for client events and appointments.

As part of the store's reopening celebration, Tiffany & Co. will unveil a collection of unique, exclusive designs across fashion and home objects. These one-of-a-kind creations are set to captivate and enchant shoppers with their exceptional beauty and craftsmanship. If you're planning to visit New York, be sure to add Tiffany's flagship store to your list of must-see attractions!

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