It’s February and love is in the air…at the Tiffany’s Next Door Flagship, at least. Why? Because today, Tiffany & Co. unveiled their first-ever collaboration with FLOWERBX, the London-based online flower delivery service; a go-to florist for Europe’s most refined. From February 5th to the 18th, Tiffany & Co.’s temporary flagship store (dubbed “Tiffany’s Next Door”) will give shoppers a much-needed break from New York’s winter chills with a blossoming floral installation in the store’s soaring atrium. It makes sense that Tiffany’s Next Door would welcome the idea of a floral pop-up, as the 57th street location will have an ever-changing layout throughout its year-long run. In fact, when the location first opened in December, the brand’s chief artistic officer, Reed Krakoff, kicked things off with a Tiffany & Co. Men’s Pop-Up Shop to celebrate the brand's newly-launched men’s collection. At the time, Krakoff alluded to more pop-ups down the line: “I think first and foremost a store today needs to be an extraordinary space, but also entertaining and engaging, so it makes you want to come back.”
Whimsical custom arrangements overflow from a futuristic white-and-Tiffany-blue subway car, playfully juxtaposing the concrete jungle outside with the interior garden oasis. In addition to the pop-up’s floral centerpiece, FLOWERBX is offering visitors the opportunity to shop through a menu of floral arrangements, potted plants in Tiffany vases, and other à la carte options. FLOWERBX’s “For Love” and “Sweet Avalanche” roses are paired with Tiffany Blue Color Block china vases; pink orchids dazzle in the signature Tiffany Paper Cup in bone china; Boston ferns and potted maidenhairs are displayed in Tiffany’s sterling silver flowerpots.
“This partnership speaks to Tiffany’s philosophy of everyday luxury,” says Reed Krakoff. “We are creating things that are meant to be lived with, and FLOWERBX presents a great opportunity to show how these florals and vases can elevate any environment.”
The collaboration celebrates not only FLOWERBX’s first stateside pop-up, but is a time to spotlight Tiffany’s new Art Deco-style location, as the iconic Fifth Avenue Flagship undergoes renovations. According to Whitney Bromberg Hawkings, FLOWERBX’s CEO and co-founder, “FLOWERBX is proud that our first-ever pop-up shop will find its home in one of the most illustrious American heritage brands. We are thrilled to explore and celebrate the obvious synergy between jewelry, love, and flowers with this co-branded partnership for Valentine’s Day.”
You Might Also Like