Tiffany & Co. Unveils New Flagship Concept at 57th Street and Fifth Avenue in Manhattan

tiffany co showroom
Tiffany & Co. Unveils New Flagship Concept in NYCCourtesy of Tiffany & Co.

After years of speculation and anticipation, Tiffany & Co.’s iconic 57th Street flagship is officially reopening its doors—only now, under a new name.

The Landmark—Tiffany’s reimagined flagship store on 57th and Fifth Avenue—has been in the works since spring 2019 and marks the store’s first-ever full overhaul since it initially opened in 1940.

“The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House. Symbolic of a new era for Tiffany & Co., The Landmark is much more than a jewelry store—it is a cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design. It sets a new bar for luxury retail on a global scale,” says Anthony Ledru, President and Chief Executive Officer, Tiffany & Co.

tiffany co showroom
The floor features high-tech mirrors that display images of New York City.Courtesy of Tiffany & Co.

The newly-remodeled 10-story luxury retail space offers much more than just stunning diamonds and accessories. Though, let it be known: The space will be home to the world's largest collection of Tiffany High Jewelry. To commemorate the grand reopening, the brand is debuting a collection of exclusive, one-of-a-kind creations that will only be sold at The Landmark. “This offering will include everything from extraordinary diamond watches and limited-edition home objects to eyewear inspired by the Tiffany® Setting engagement ring,” the press release reads.

In addition to a truly awe-inspiring collection of jewels, The Landmark is lined with nearly 40 never-before-seen, specially-commissioned pieces by iconic artists, like Damien Hirst, Julian Schnabel, Rashid Johnson, Anna Weyant, and Daniel Arsham.

But make no mistake, the building itself is a work of art, as well. Spearheaded by renowned architect Peter Marino and Shohei Shigematsu of OMA New York, the expansive space pays homage to the past while nodding toward the future.

“Opposing forces define the transformation: old and new, past and future, hidden and revealed treasures,” the press release reads. “Paying homage to the building’s iconic original structure, the beloved façade with its Atlas statue and clock above the revolving doors was refurbished to honor its original design, while the interiors have been completely reimagined into a new world of wonders.”

Upon entering the ground floor of the beloved establishment, guests will be met with seemingly endless jewelry displays atop vintage-inspired wood parquet flooring. On the walls, high-tech mirrors designed to look like arched windows will transition between classic reflections and stunning views of some of the city’s most sought-after landmarks, such as Central Park and the Manhattan skyline.

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There are also sections of the showroom floor showcasing Tiffany & Co.’s homeware line. Courtesy of Tiffany & Co.

Beyond the ground floor, a few elements guests can look forward to in the freshly-remodeled flagship include an Elsa Peretti-inspired, crystal-adorned spiral staircase, a dedicated museum and exhibition space on the 8th and 9th floors, and a rooftop space for events, exhibitions, and client meetings.

“Surrounded by a curtain of undulating glass complementing the classic limestone façade below, the contemporary structure above this historic building echoes the height and grandeur of the flagship’s timeless main floor,” an earlier press release about the project reads.

Prepared to book a trip to New York solely to bear witness to this beautiful new concept? The Landmark is set to open to the public on April 28, and will begin taking reservations for The Blue Box Cafe (Michelin-starred chef Daniel Boulud’s seasonal Tiffany & Co dining experience) thereafter.

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