DDi - April/May 2013 - (Page 47)
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Left: The Private Sales
area proves you can never
have too many Tiffany
magnolias.
Above: An abstraction of
the iconic Tiffany ribbon
dances across the ceiling,
creating a sense of
playfullness.
The Fine Salon embraces visitors with a sea of
Amazonite, a Tiffany Blue stone that covers the
walls. This cube-shaped room is clad with exotic stonework and is grounded with the warmth
of reclaimed wood floors. A custom chandelier,
designed by Michele Oka Doner, is a sparkling
interpretation of budding magnolias, a signature
brand element created by Louis Comfort Tiffany
(the artist son of founder Charles Lewis Tiffany).
A sense of purity is achieved in this space, the
perfect setting for the fine jewelry collection.
More than 30 artists and artisans, like the local
talent of Oka Doner, were used to create parts of
the signature retail experience. This commitment
to artisans pays homage to the design roots of
Tiffany & Co.—America’s house of design—and
is an important aspect of the store design.
While the intricate details of the design leave
visitors wide-eyed and amazed, the product
displays maintain simple, clean lines that are
elegantly placed within the luxurious settings. The
display strategy allows the detail and quality of the
product to shine. A combination of horizontal and
vertical displays—clean, classic cases—provides a
simple background.
Lighting was carefully considered to provide
a purist illumination and to let the quality of the
merchandise speak for itself. The lighting plan is
designed to highlight a range of product and look
natural. “We use a modulation of light at both high
and low levels in order to avoid a uniform brightness,” says Anthony Robins, group vice president,
global real estate and store development, Tiffany.
The team spent a lot of time analyzing the lighting to make sure the color temperature and highlights worked well with a range of products, taking
into consideration what is needed to properly display diamonds, colorful stones, gold, etc. But the
ultimate effect appears effortless. “We don’t want
people to think about the lighting,” Robins says.
As customers journey through the store, they
encounter gallery-type spaces, such as corridors
lined with history, art and inspiration, as well as
carefully placed product displays. These areas
provide moments to experience the Tiffany legacy
while leading guests to the next surprise. Details,
such as a wall finished in a white-lacquered relief
of the Tiffany wheat leaf motif, continue the artistic expression of the brand.
The elliptical shape of the Fine and Engagement Salon introduces the elegance of the
Louis Comfort Tiffany magnolia, as well as his
Favrile glass in another artistic display. Handlacquered walls inset with hundreds of motherof-pearl magnolias, created by New York artisan
John Opella, add a shimmering effect. Thanks
to a courtyard located above, the team infused
the space with daylight through a milk-glass
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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
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