DDi - April/May 2013 - (Page 47)

| 47 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 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