The doors open to the Tiffany & Co. Flagship Next Door, marking the beginning of Tiffany & Co.’s journey to transform its iconic New York flagship store, which will redefine the modern luxury experience. Located at the adjacent 6 East 57th Street, this location will serve as Tiffany’s New York City flagship store until the transformation of 727 Fifth Avenue is complete in late 2021.

Customers will encounter an atmosphere that feels familiar, yet refreshed. The store is designed around a vaulted, escalator-flanked atrium and retains a playful, fun look with a modernized attitude. Combining naïve materials like concrete and stainless steel with amazing nickel and Art Deco cases inspired by the original store. Tiffany brand codes are presented throughout the store in unexpected ways, from wood paneling with Tiffany’s Flora and Fauna motif stenciled onto crates, to Tiffany’s signature Wheat Leaf motif reimagined as a ‘Color Block’ painted feature wall. Each floor offers a unique visual concept that complements its contents and embraces the experimental nature of the space with whimsical nods to its impermanence.

“We have created something truly unique and visually dynamic with this space,” said Reed Krakoff, chief artistic officer, Tiffany & Co.
For the duration of the two-year transformation of its Fifth Avenue Flagship store, Tiffany will experiment with the Flagship Next Door’s floor to ceiling atrium through periodic installations and exclusive partnerships. The unique expansive space will lure the eye upwards, encouraging customers to explore all four floors and allowing them to interact with the world of Tiffany in ways that differ from the traditional store format.