Since joining Tiffany & Co. in 2017, chief artistic director Reed Krakoff has been shaking up the image of the 181-year old jewellery company for a younger, more social media-savvy audience.
This has involved opening the now Instagram-famous Blue Box Café at the Fifth Avenue flagship boutique in New York and launching the new Paper Flowers fine jewellery collection, bolstered by a starry party in London and a campaign fronted by Elle Fanning.
Krakoff has stated he wants to make the brand more "experiential and experimental", while a reoccurring theme has been eschewing formality and bringing opulence to everyday motifs, from playfully splashing the brand’s trademark Tiffany blue across coffee carts and taxi ranks to the headline-grabbing Everyday Objects collection, which includes a tin can made in sterling silver for £945 and the bone china paper cup.
Both of these can be found at the new Tiffany Style Studio in Covent Garden, an inventive concept store with a focus on personalisation. While the Bond Street boutique may be the destination of choice for engagement rings and high-end heirlooms, the Style Studio offers lower price points and is curated with ornamental homeware and accessories.
It is designed to appeal to a more laidback customer is also a mecca for gifting, from Tiffany teddy bears to dog bowls and cashmere blankets. There is also a curated fine jewellery edit showcasing the modern Tiffany T and Tiffany City HardWear collections. The star of the show is the #MakeItTiffany engraving machine, allowing customers to personalise pendants with initials, star signs and hand-drawn motifs. Vying for second place is the world-first Tiffany vending machine, stocked with Tiffany & Co Eau de parfum.
The new space is testament to Tiffany's revitalised aesthetic and outlook, and will host an eclectic programme of exhibitions and events throughout the year.