Tiffany & Co. announced that its newly transformed NYC flagship store on Fifth Avenue and East 57th Street will reopen on April 28th, 2023.
With this change, the name of the store will be changed from the flagship store to “The Landmark,” and this new Landmark is likely to be the largest store in Manhattan.
The Tiffany & Co. flagship store began renovations in February 2019 and this was the first holistic renovation of the store since it first opened its doors in 1940. During the renovation period, a limited-time flagship store “The Tiffany Flagship Next Door” was opened in the building next to the main store, and all sections of the sales floor were moved so as not to lose the original store’s functionality. Also, the first floor featured various seasonal displays and pop-ups. The long-awaited reopening of the brand’s “The Landmark” comes after a four-year period that included the Covid-19 pandemic and the acquisition of Tiffany & Co. by LVMH.
Two major forces came together in the revitalization of the Tiffany flagship store. Legendary architect Peter Marino reimagined the interior architecture and OMA New York, a design firm led by renowned Japanese architect Shohei Shigematsu, oversaw the renovation of the building’s core and circulation infrastructure as well as the addition of the new three-story volume above the existing building. The third-floor portion of the building replacing the office space added in 1980 beautifully integrates two distinct forms of the different designs.
Anthony Ledru, President and Chief Executive Officer, Tiffany & Co. said, “The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House. Symbolic of a new era for Tiffany & Co., the Landmark is much more than a jewelry store— it is a cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design. It sets a new bar for luxury retail on a global scale.”
Stepping into the new store, one finds a dreamlike world created by Tiffany & Co.
The jewelry cases spread out on the main floor are illuminated by innovative lighting in the form of skylight motifs and radiate with brilliance. The ceiling installation composed of elements that resemble abstracted diamond facets stretches almost the entire length of the room. Its unique design is a tribute to the authority and tradition of Tiffany & Co. as the purveyor of the world’s finest diamonds.
Each floor also has its own attractions and tricks.
The store’s ten floors will feature approximately 40 artworks, including never-before-seen Tiffany pieces created especially for the store by renowned artists. Among them are works by British contemporary artist Damien Hirst, leading “post-black” contemporary artist Rashid Johnson, and New York painter Julian Schnabel.
At the center of the store is a sculptural spiral staircase with undulating transparent balustrades adorned with rock crystal, inspired by Elsa Peretti’s sensual and organic designs. The staircase connects floors 3 through 8, while elevators allow access to every floor.
On the ground floor, there are video walls showing Central Park and the Manhattan skyline seems to be a device that allows customers to experience iconic New York City scenery even while inside the store when turned on and serve as mirrors when turned off. The warmth of the flooring throughout the building is reminiscent of the original Tiffany & Co. flagship store when it first opened in the 1940s, with wood parquet flooring that preserves the design of the historic building. A new Tiffany & Co. clock inspired by the original Atlas statue and clock has been installed on the ground floor.
In addition, a Tiffany café and restaurant that many people have been waiting for will also reopen with a new look. “The Blue Box Cafe™ by Daniel Boulud” created by renowned New York’s Michelin-starred chef Daniel Boulud, will offer a seasonal daytime menu including breakfast and tea time. It will also feature a private dining area and a bar with art installations.
Dedicated museum and exhibition spaces on floors 8 and 9 where visitors can experience the brand’s fascinating concept and unique storytelling.
To commemorate the reopening of the “Landmark”, the brand will launch several limited edition designs and original products. The lineup will include extraordinary diamond watches and limited-edition home objects to eyewear inspired by the Tiffany® Setting engagement ring. The store will also showcase its high jewelry collection, including “Tiffany Diamonds” with perhaps the biggest wonder of them all— a new design for the legendary 128.54-carat Tiffany Diamond.