Fire Strikes Tiffany & Co. Landmark Store
Editor’s Note: This article was updated at 4:30 p.m. on June 29.
A fire in Tiffany & Co.’s recently renovated Midtown flagship took hold Thursday morning, but hours later plans to reopen were already being put in motion.
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A call came into the New York City Fire Department at 9:38 a.m. and crews reported to the 727 Fifth Avenue at East 56th Street. No injuries have been reported, according to a NYFD spokesman. Two of the employees who were on the premises prior to the store’s scheduled 10 a.m. opening were sent for medical evaluations as a precaution. On any given day, 200 staffers work at the prized location.
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After initially aiming to reopen the store Thursday afternoon, the retailer pushed off reopening until Friday, following an inspection by the fire marshal. There was said to be no damage to the store’s interior or its swath of pricey jewelry, watches, fine china, gifts, accessories and other signature items.
The transformer fire started in an electrical vault in the street. Fourteen units and 80 firefighters and officials reported to the scene, as did representatives from Con Edison. Multiple NYFD units remained on the scene investigating and also inspected surrounding properties. The fire was under control shortly after noon on Thursday, according to NYFD officials.
The LVMH-owned company unveiled what it considers to be its “Landmark” store at the end of April, following two years of extensive renovations to transform one of Manhattan’s top tourist destinations. At 110,000 square feet, Landmark is one of the largest single-brand luxury stores in the world across accessories, apparel and jewelry. As of 2019, the store ranked fifth as New York’s City most popular tourist attraction.
Asked for comment Thursday, Tiffany issued this statement, “This morning prior to store opening hours, an electrical fire broke out in the basement on the periphery of the Tiffany Landmark on Fifth Avenue in New York City. The fire has since been put out and we are working with the New York Fire Department to take precautionary measures to ensure the safety of our employees and clients.”
The fire occurred just after the morning commute for many area workers. Photos of Thursday morning’s fire show black smoke billowing from the store and clouding the crowded sidewalk.
The tony address, where Audrey Hepburn famously peered into streetfront windows in the 1961 feature film “Breakfast at Tiffany’s,” is a hub of Manhattan’s luxury shopping, office building and galleries. Bergdorf Goodman’s has two nearby locations, as well as Chanel, Dior, Harry Winston and others. LVMH acquired Tiffany for $15.8 billion in 2021, which was the largest deal ever made in the luxury market. The luxury conglomerate has invested heavily in overhauling the branding with the help of celebrities like Beyoncé and Jay-Z. Millions have also been invested in offering more updated products, and the revamp of the Peter Marino-designed flagship store is a cornerstone in those efforts.
Marino could not be reached for comment Thursday.
A media request to Con Edison was recognized Thursday, but it was not responded to.
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