DDi - April/May 2013 - (Page 45)

Photos: Richard Cadan | 45 Left: The Tiffany Blue awnings provide a sense of familiarity at the entrance to the SoHo store. I nvention, discovery and surprise are at the heart of the Tiffany & Co. brand promise, and are the perfect words to represent the company’s new retail experience in New York’s SoHo neighborhood. When celebrating a rich 175-year history, there is no better place to honor that heritage than a location amid the cobblestone streets where the legacy began. Above: On the Archival Wall, customers can explore the brand’s history in a living room setting. SoHo provides the nostalgic setting, and while the design inspiration digs into the archives of America’s house of design, the end result is a brand journey, an homage that communicates a distinct forward-focused company mission and unexpected retail experience. “This store is an exploration of our legendary brand,” says Tiffany Store Director Michelle Butler. “We are showing customers a Tiffany & Co. they haven’t seen before, in a way that demonstrates there is so much the customer doesn’t know about us, and so much more coming in the future.” As with any brand, it is important to create a sense of familiarity from one location to the next. Design elements and impressions from the worldrenowned Tiffany flagship store on Fifth Avenue in New York provided the team with a palette of inspiration. Due to the grandeur achieved by the column-free layout on Fifth Avenue, the team used classical planning principles to create the same sense of dignity in the long, narrow SoHo space that extends between two historic buildings. The resulting floorplan offers two entrance points that welcome customers on both Greene and Wooster streets, each with “Tiffany Blue”hued awnings and signature door hardware— familiar elements that begin this brand journey. Each space carved within the store is a unique destination with distinct interpretations of the brand that leave the customer in awe, yet encourage them to explore with a glimpse of the next intriguing space. www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2013

DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - April/May 2013