This week Tiffany & Co opened the doors to a style studio in Covent Garden, which is unlike any other retail space the brand has ever traded from.
The new store has been designed to represent the next generation of luxury, and has been described by the brand as “interactive” and “playful”.
Visiting the store first hand, Professional Jeweller can confirm that the Covent Garden boutique is completely unique, and nothing like the traditional Tiffany & Co store trade professionals and customers will be used to.
The whole look and feel of the store is different, and shows the brand really is trying to reach the next generation of Tiffany shoppers, and has not been afraid to change its retail format in order to do so.
As a global first, the new London boutique is testing the market, but what’s actually different about it?
The store looks completely different. Yes, Tiffany Blue is at the heart of it, but apart from the trademark colour, it sets itself apart.
From the outside the store looks very contemporary, with an urban front and no-fuss glass windows allowing shoppers to see completely inside.
Once inside, to the left the brand has set up a #MakeitTiffany personalisation bar (more on that later), and uses its iconic boxes to create a piece of art.
On the walls, the brand has played with words and graphic fonts to create ‘Instagrammable’ walls and encourage customers to find their own way of doing ‘Tiffany’, while fun prints also feature. Cabinets are very modern, with hashtags printed on the sides, and the homeware is displayed in wooden and easy to reach installations.
At the back, a room with a big floor to ceiling screen features little jewellery, but instead acts as a place customer can sit, chill, or participate in events.
Check out this gallery though, so you can see what it looks like for yourselves:
New for the Style Studio, Tiffany & Co has a personalisation bar where customers can get pieces personalised within minutes.
The bar itself showcases pre-personalised jewels, providing some inspiration for customers who aren’t too sure what they want to do, and the actual act of getting the piece personalised is done on an iPad.
Customers can choose fonts and graphics, and draw pictures or use their handwriting, to add a spin on an iconic Tiffany piece.
Elsewhere, the store also has a fragrance vending machine – the only one in the world – and stocks the largest collection of Tiffany & Co homeware outside of the US.
The brand has also used its boxes to create art installations.
Many will notice the dress-code is different in the Style Studio, with the team being encouraged to showcase their own style through what they wear.
While everyone wears black, they can create a look that represents them.
They are also able to create their own style with the jewellery as the brand has created a curated jewellery wardrobe for them to choose pieces from and wear while at work.
The team themselves are also extremely friendly and more approachable, and have been trained to help customers find their style, play with the jewellery and feel relaxed in the store.
Events will play a big part in setting the store apart, with the brand planning to run an extensive programme throughout the year. This programme will include breakfast at Tiffany’s, art installations, and styling sessions with world-class stylists.
Tiffany & Co also plans to run pop ups at the store, with the MD promising an ice cream cart at some point during the year.
Overall, everything from the look and feel, to the staff and events programme, has been designed to encourage consumers to express themselves and use Tiffany & Co to do so.