Inside Tiffany & Co’s New Store Design Concept. – WWD

The Seeds of Change by Tiffany & Co. under LVMH Moët Hennessy Louis Vuitton is beginning to take shape at the store level.

Last month, the jeweler began unveiling locations that reflect their new store design concept, intended to create a warm and inviting feel for high-end jewelry shoppers.

The hallmarks of Tiffany’s former store include dark wood and polished silver chrome – the latter in tribute to the jeweler’s vast collection of sterling silver jewelry and American-made hollowware – has been replaced with softer jewelry tones and furniture. Tiffany has swapped out much of its silver palette for warmer metallic touches, reflecting the jeweler’s push for higher end gold jewelry.

A Tiffany representative labeled the new store concept a “more feminine approach” and also noted the sparing use of the color Tiffany Blue – once popular in stores and now being used. just for the purpose [for] a more nuanced approach. ”

The early store opening shows that Tiffany’s management continues to place a new and substantial focus on the archival designs of Jean Schlumberger, a French surrealist whose early 20th century works for Tiffany are currently working. a larger role in conveying a more exotic brand message for the Tiffany brand. Schlumberger-inspired elements, like asymmetrical holiday stars, adorn the space.

The store concept was devised by Tiffany’s in-house design team, who are overseeing the larger model’s rollout globally while architect Peter Marino continues to create a specialized design for Tiffany’s Fifth Avenue flagship renovation – expected to be completed by the end of 2022.

The team has also devised an on-demand art program, with the aim of bringing local artists to the neighborhood of each store. In turn, artists are asked to interpret select Tiffany signatures in their own unique style – like Schlumberger’s Birds in Stone design.

Four stores across Europe, including locations in Barcelona, ​​Berlin, Stockholm and an in-store Paris outlet at Le Bon Marché, launched the new concept in November. Now, the concept This concept was introduced in the US with the complete renovation of Tiffany’s Boston in Copley Place, which has been in operation since 1984.

Unique features of the new Boston venue include murals by artists Courtney Heather and Mia Cross, who looked to local iconic works like the Charles River, to complete their commissions. surname.

Tiffany currently operates four stores in the Boston area and says the redesign “further underscores Tiffany’s commitment” to the area, which serves as a key destination for the retail industry. slag in New England.