Tiffany and Co. Reveals its Re-Imagined Flagship in New York

“The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House,” said Anthony Ledru, President and Chief Executive Officer, Tiffany & Co. “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.”

Outdoors, the original façade, with its iconic revolving door and the Atlas statue and clock. Indoors, though the familiar grandeur and integrity of Tiffany & Co. remain, where Marino’s concept for the flagship inspires awe through contemporary updates across the board. Stepping onto new parquet wood flooring, visitors first take in a uniquely abstract spin on a skylight, before their eye is led around the luminous space to details like video walls made to look like windows, a new clock paying homage to the original Atlas statue, and a curated selection of contemporary artworks and commissions, featuring works by names like Damien Hirst, Daniel Arsham, Rashid Johnson, and Anna Weyant.

At the center of the store lies a winding staircase with transparent, crystal-adorned railing—almost like a sculpture—directly inspired by the organic creations of the longtime jewelry designer for Tiffany & Co., the late Elsa Peretti. The marvelous staircase leads to multiple floors of retail and appointment spaces, featuring the house’s largest collection of High Jewelry, an exclusive range of one-of-a-kind watches and jewelry, and even the iconic 128.54-carat Tiffany Diamond.

The three topmost floors have been added with the expertise of OMA and Shigematsu, who also led the efforts to update the building’s core and circulation infrastructures. On floors eight and nine are exhibition spaces with a rotating calendar of presentations and experiences. And the tenth floor hosts the Blue Box Café, a dining experience by the Michelin-starred chef, Daniel Boulud. It has a daytime menu of seasonal dishes, presented alongside options for outdoor seating, a private dining area, and a bar, all enhanced with art installations along the way and time spent at one of New York’s icons, Tiffany’s.