Editor’s Note
This article explores how digital screens are transforming retail spaces, using dynamic, nature-inspired visuals to create immersive and energizing environments for customers.
As soon as you enter the store, now called “The Landmark,” you are captivated by the light and the very large windows running along both sides of the sales floor. They are completely covered with digital screens displaying videos of changing views of Central Park and the rooftops of Manhattan. They energize the space with the light they emit and the movements of flowers or birds passing from one window to another. Each season, a new decor will be unveiled, and when it rains or snows outside, the screens adjust accordingly. When turned off, they serve as mirrors. On the ceiling, the lighting fixture is inspired by beams of light shining through the facets of a diamond.
Today, the new store resembles more of a gallery, with bright spaces filled with art and design, than a “simple” luxury jewelry boutique.
At the heart of the store is a sculptural spiral staircase with transparent, undulating balustrades adorned with crystal. The staircase connects floors three to eight, while elevators provide access to each floor. At the bottom of the staircase stands a monumental sculpture: a Venus over 3 meters tall—in a perfect Tiffany Turquoise hue—has been “crystallized” with gold and crystal fragments (by artist Daniel Arsham).
And on each floor, works by renowned artists (James Turrell, Rashid Johnson, Damien Hirst, Anna Weyant…) welcome visitors, about forty in total. For the visitor, the eye is drawn to everything: the Jean-Michel Basquiat painting with the canvas background in the turquoise shade of Tiffany’s famous gift boxes as you head to the elevators, the legendary 128.54-carat diamond, and of course the display cases filled with jewels, each more sparkling than the last.
Each floor has its own aesthetic and universe. For example, the 6th floor houses the home collection (tableware) and decorative accessories. Visitors are greeted by meticulously set tables and paintings by Julian Schnabel before discovering the brand’s home assortment. Most items do not display price tags, a classic luxury touch…
Among the “accessible” products: a blue notebook with a leather cover costs $150, a 30ml women’s perfume $90, for example. With each purchase, an engraving of the Tiffany building is attached to the shopping bag. On the same level is the “Blue Box Café,” run by Michelin-starred chef Daniel Boulud, which offers dishes and also serves as a tea salon and breakfast spot. Adding a dining point has become more than ever a classic way to offer customers much more than a purchase and to experience Tiffany in multiple ways.
The fifth floor is dedicated to “jewelry concepts,” primarily in silver, featuring bracelets with the famous heart motif at “more accessible” prices. The fourth floor is dedicated to high jewelry collections, represented by the golden motif of the decor, where there is a space for the historic partnership with watchmaker Patek Philippe. A jewelry workshop has been installed, with master artisans present who craft custom creations for which the house is known.
The third floor brings together the world of engagement and commitment, with the iconic engagement ring in the ‘Tiffany Setting’ style. A more intimate room is available for private appointments. The boutique now houses the largest collection of Tiffany high jewelry in the world.
