Tiffany & Co, which belongs since 2019 to the French luxury group LVMH, whose founder is the richest man in the world, has announced that the mythical jewelry opens its doors at the end of April. ‘The Landmark’ continues to be one of the most luxurious jewelers in the world, where it is possible to acquire diamonds and other luxury pieces, but it also houses works of contemporary art and an exhibition of jewelry never seen before. Not surprisingly, the origin of this firm dates back to the nineteenth century.
The expectation is enormous, since it is the first comprehensive renovation of this store since its inauguration in 1940. As explained in the press release, the transformation stands out for the opposite: the old and the new, the past and the future, the hidden treasures and the visible. While its iconic façade and mythical sculpture of the Atlas holding a clock have remained intact as a tribute to the building’s original structure, the interiors have been completely remodeled.
“The reopening of the iconic Fifth Avenue Landmark is an important milestone for the House. Symbol of a new era for Tiffany & Co., Landmark is much more than a jewelry store: it is a cultural center with an exquisite display of architecture and hospitality, avant-garde art and design. It sets a new standard in luxury retail on a global scale,” said Anthony Ledru, president and chief executive officer of Tiffany & Co.
This is the new Tiffany’s
The comprehensive renovation of the world’s best-known jewelry store involved architect Peter Marino, who reinvented the interior architecture, and OMA New York, led by Shohei Shigematsu, who spearheaded the renovation of the building’s core and circulation infrastructure, as well as the three-story extension over the existing building. This roof extension led by OMA/Shohei Shigematsu, replaces the office space added in 1980 and features two distinct but connected areas.
Upon entering the new store, customers are immersed in a large space of display cases illuminated by a new version of a skylight. The ceiling installation covers almost the entire length of this space and is a composition of the different faces of a diamond. A unique design that pays homage to Tiffany’s legacy and authority as a supplier of some of the world’s finest diamonds. Integrated throughout the Landmark’s 10 floors are nearly 40 original artworks, including never-before-seen pieces commissioned by Tiffany and works by renowned artists such as Damien Hirst, Julian Schnabel, Rashid Johnson, Anna Weyant or Daniel Arsham.
On the ground floor, visitors are immersed in New York City’s iconic landscape through video-screen walls that project panoramic views of Central Park and the Manhattan skyline when lit and turn into mirrors when turned off. The wooden floors throughout the building date back to the original 1940s design. On this ground floor, in addition, there is a new Tiffany & Co. clock, inspired by the Atlas sculpture on the façade.
The heart of the store is a sculptural spiral staircase with transparent and undulating balustrades adorned with rock crystal, inspired by the organic designs of Elsa Peretti. The staircase goes up from the third to the eighth floor, while the elevators allow access to all floors. The eighth and ninth floors will be spaces dedicated to exhibitions and brand experiences of different themes.
For some years the jewelry also has a gastronomic space. Daniel Boulud’s The Blue Box Cafe™ offers a unique take on the Tiffany dining experience. New York’s Michelin-starred chef, Daniel Boulud, offers a seasonal daytime menu, including breakfast and tea. The remodeling of this space also includes a private restaurant and a bar with art installations.
To commemorate the store’s reopening, Tiffany & Co. will introduce exclusive new designs, ranging from extraordinary diamond watches and limited-edition home goods to eyewear inspired by the Tiffany® Setting engagement ring. The building will continue to house the largest collection of Tiffany High Jewelry in the world including a new design created for the occasion to set the legendary 128.54-carat Tiffany Diamond.