Inside Tiffany & Co.'s New Contemporary NYC Flagship Store

Courtesy Tiffany & Co

The company unveiled its new temporary flagship store as the iconic Fifth Avenue location undergoes renovation.

When it comes to iconic retail locations, Tiffany & Co.’s Fifth Avenue store in New York City is in a league of its own. So when the famed boutique closed its doors for a two-year renovation last year, the company had a big task ahead—namely, to find another temporary flagship of the same grandeur. The answer, it turned out, was literally next door and this week the brand revealed The Tiffany Flagship Next Door. 

Courtesy Tiffany & Co 

Located on 6 East 57th Street in Manhattan, the new space has four levels where some of the company’s most legendary jewelry collections are displayed. The main floor is reserved for Tiffany & Co.’s high jewelry lines, the second floor is for the newly launched men’s collection, and the third and fourth floors showcase the engagement and home accessories lines respectively.

Courtesy Tiffany & Co 

Of course this being Tiffany & Co., the store also has a VIP salon where clients can shop for a special piece in privacy.
Reed Krakoff, the company’s chief artistic officer who designed the new store, looked to the company’s archives for inspiration.

“The space is quite contemporary and the addition of organic and natural elements I think warms it up. The Art Deco cases are inspired by the original store. There is a combination of historic case lines mixed with more contemporary elements—balancing a heritage history and evolution,” he said.

Courtesy Tiffany & Co. 

The entire store is designed around a vaulted, escalator-flanked atrium. While each floor offers a unique visual concept, the company’s most recognizable motifs are incorporated throughout the entire space—the wood paneling sports Tiffany’s Flora and Fauna motif and the Wheat Leaf motif is reimagined on a wall.

The company also plans on hosting periodic installations and exclusive partnerships in the temporary flagship. Meanwhile, the company’s iconic 727 Fifth Avenue store is slated for completion in late 2021.