Tiffany & Co. Recreates New York City for Launch Party

Tiffany & Co. hosted a launch party in London to honor their expansion in Selfridges.

Along with the launch party was an immersive installation that runs from July 3 to July 12. The installation is called “Fifth & 57th” and is meant to represent the typical New York experience of visiting Tiffany & Co.

It’s located at the Old Selfridges Hotel on Orchard Street in London.

According to a Tiffany & Co. press release, “the approximately 300 guests included Poppy Delevingne, Caroline Issa, Olivia Inge, Zara Martin, Graham Norton, Tess Ward, Jasmine and Melissa Hemsley, Sarah Ann Maklin and Hilary and Galen Weston.”

The installation has shoppers walk through a subway door and enter Fifth Avenue in Manhattan. There are fake buildings and sky scrapers built up around to replicate the street.

One of the things that will be real is Charlie’s, a speakeasy type of bar that’s named after the founder of Tiffany & Co., Charles Lewis. The restaurant is open until 9 p.m.

The company spared no detail when creating the New York City replica.

According to Tiffany & Co.,

“nestled in a corner of the installation, visitors will find a bench under a magnolia tree that creates a welcome escape from the city sidewalks. Lovers perch under the tree as though they have been transported to the open-air of Central Park.”

Central park was displayed in a screening room, and a sunset placed at the end of 5th Avenue completed the exhibit.

Along with this is a digitized store front of a Tiffany & Co. window that was made by a veteran window display designer for the store, Gene Moore.

The display is open to the public from Monday – Saturday, 12 p.m. to 9 p.m., and Sunday from 12 p.m. to 9 p.m.

The launch also included New York street vendors serving pretzels and coffee.

Tiffany & Co described it as, “truly recreating the tastes of Manhattan.”

The store has been a year in the making for the two companies worked to make the viewing areas comfortable for their shoppers while also showcasing off the jewelry in the best of lighting.

According to Women’s Wear Daily the expansion included, “a private sales room and the brand’s first bridal bar, a bespoke Art Deco-style counter where couples can drink Champagne and pore over rings in natural light.”

One of the features of the expansion is that they are selling the Tiffany T Collection. The collection has 67 pieces and features the signature “T” on bracelets, necklaces and rings.

Women’s Wear Daily sites two of the exclusive-to-Selfridges items as, “a cutout silver and black ceramic cuff bracelet and a matching ring from the newly launched T Collection. They will remain exclusive to the space throughout the summer.”

According to the Tiffany & Co. website, the most expensive item in the collection is the Tiffany T diamond line bracelet in 18k rose gold, and it costs $21 thousand.

The least expensive is the Tiffany T wire bracelet in 18k white gold and costs $1,500.

According to Women’s Wear Daily, Vice President and managing director, U.K and Ireland at Tiffany, Barrat West said, “This is a very big strategic move for us. The synergies between Selfridges and Tiffany are very clear. The store is meant to appeal to a fashion-savvy, design-conscious customer.”

Although the collection is available online, it is only available exclusively in stores at Selfridges until August.

 

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