Tiffany & Co. reimagining physical space, investing in destination and experiential retail

Tuesday, Aug 25, 2020

Tiffany & Co. has unveiled plans to redesign their Fifth Avenue flagship store. The top three floors of the 10-story landmark will be completely reimagined, with new exhibition and entertainment spaces.

The luxury jewelry brand is investing in this project to provide a leading destination for shoppers, focused on experiential retail. The new design will serve as much more than a traditional retail space and instead will create a gathering place for shoppers. The upper level infrastructure will allow Tiffany’s to expand their retail footprint to accommodate a variety of events and activities.

While preserving the historic identity of the building, Tiffany’s plans include a contemporary rendition — with glass curtains, surrounding terrace and a ribbon-like design throughout. The curtain walls will bring a sense of softness throughout, says Shohei Shigematsu, who is leading the project, along with The Office for Metropolitan Architecture.

The Tiffany & Co. flagship transformation will be complete by spring of 2022. This project serves as the largest renovation the building has ever seen since 1940, when the luxury retailer first settled into the space.

The Tiffany & Co. Fifth Avenue flagship is arguably one of the most beloved and well-known luxury retail spaces in the world. It’s a place where so many have memories of important moments in their lives, filled with emotion and anticipation of the extraordinary. Tiffany’s newly transformed flagship will reflect the future of our brand, while honoring our 183-year legacy,” said Reed Krakoff, Chief Artistic Officer at Tiffany & Co.

This addition will bring a new facet to Tiffany’s retail ecosystem that speaks to the brand’s portfolio and identity. Retailers incorporating experiential stories within brick-and-mortar has become a common theme in the industry, and there’s no stopping how far it will go in the future.

Source: Tiffany & Co. Unveils Reno Drawings – Forbes
Photo Credit: Tiffany & Co. Unveils Reno Drawings – Forbes

About Tiffany & Co.
In 1837, Charles Lewis Tiffany founded his company in New York City where his store was soon acclaimed as the palace of jewels for its exceptional gemstones. Since then, TIFFANY & CO. has become synonymous with elegance, innovative design, fine craftsmanship and creative excellence. During the 20th century fame thrived worldwide with store network expansion and continuous cultural relevance, as exemplified by Truman Capote’s Breakfast at Tiffany’s and the film starring Audrey Hepburn.

Today, with more than 14,000 employees, TIFFANY & CO. and its subsidiaries design, manufacture and market jewelry, watches and luxury accessories – including more than 5,000 skilled artisans who cut diamonds and craft jewelry in the Company’s workshops, realizing its commitment to superlative quality. The Company operates more than 300 TIFFANY & CO. retail stores worldwide as part of its omnichannel approach. To learn more about TIFFANY & CO. as well as its commitment to sustainability, please visit

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