Tiffany & Co. is holding an interactive exhibition for the public next week as part of a celebration to mark the brand opening a new boutique within London’s Selfridges department store.
The exhibition, which takes place from July 3-12 at the Old Selfridges Hotel, is called Fifth & 57th, the address of the company’s headquarters and flagship store in Manhattan.
The installation explores this iconic location, with all the energy and glitter, (and none of the sweaty sidewalks) of Fifth Avenue, and how Tiffany has made the corner of Manhattan synonymous with luxury and romance since it was founded in 1837.
“As part of the celebration surrounding the opening of our new location at Selfridges we wanted to give our customers a true New York experience, with Tiffany at the centre of the city’s glamour and sophistication,” said Barratt West, vice president and managing director of Tiffany & Co. UK and Ireland.
Visitors to the Old Selfridges Hotel, which is next door to the department store, will enter through the doors of a subway car and stroll the avenue lined with virtual buildings constructed of hundreds of boxes and light projections of architectural details and Manhattan’s bustling street life.
The flagship’s storefront greets visitors with window displays by the legendary Gene Moore, who designed Tiffany’s windows from 1955 through 1994 (Audrey Hepburn is pictured above mesmerised by a Gene Moore window display in Breakfast at Tiffany’s). Nearby, a master engraver will offer complimentary hand engraving of Tiffany designs purchased at Selfridges during the run of the exhibition.
Visitors will find a bench with a magnolia tree, a prominent motif in the stained glass masterworks of Louis Comfort Tiffany, son of the company’s founder and a leading American designer of the late 19th and early 20th centuries. This romantic setting recalls Central Park, where couples from around the world become engaged with a Tiffany diamond ring, the ultimate symbol of true love.
The installation explores the city’s sights and sounds at a cinema, which features a montage of films on the launch of the new Tiffany CT60 timepiece, as well as the company’s watchmaking heritage established by founder Charles Lewis Tiffany, who coined the famous phrase—New York Minute.
Charlie’s, a bar appropriately named for Mr. Tiffany, will be open for cocktails inspired by the Big Apple and will host live musical performances.
The unforgettable smells of New York’s pretzels and coffee street vendors will complete the assault on all senses.