Tiffany & Co. moves into a temporary location next door to iconic Fifth Avenue flagship
Photos courtesy of Tiffany & Co.
Under the watchful eyes of 30 security officers and 300 surveillance cameras, Tiffany & Company moved 114,179 pieces of jewelry from their iconic Fifth Avenue flagship store over the weekend to prepare the building for a renovation. Everything was taken to the adjacent storefront at 6 East 57th Street—a former Nike store—that will host a temporary location of the jewelry store until the renovation wraps up in 2021. Cheekily dubbed The Tiffany Flagship Next Door, the jeweler’s new home centers around a central atrium that will feature a rotating schedule of “periodic installations and exclusive partnerships.”
The inaugural installation is a five-story tall model of the Empire State Building, rendered in Tiffany blue, of course. Pops of the signature color crop up throughout the space, notably on the sides of the escalators which aim to “lure the eye upwards.” High jewelry is on the main floor, the Tiffany’s men’s collection is on the second floor, love and engagement is on the third floor, and home is on the fourth floor. Just like the original flagship, there is one private selling room on each floor and a VIP salon.
Photo courtesy of Tiffany & Co.
The brick facade features a massive arched window adorned with a fake PS 6453 sign that is actually a remnant from the high school theme of the old Nike store, according to Untapped Cities. Nike vacated the building in 2017 and moved to a new flagship at 650 Fifth Avenue. Tiffany & Co. previously used the building—which is owned by the Trump Organization—in December for their Men’s Holiday Pop-Up Shop.
Plans to transform Tiffany’s flagship—a cornerstone of Fifth Avenue since 1940, immortalized in Breakfast at Tiffany’s and more—were announced in 2018.
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All photos courtesy of Tiffany & Co.
