OMA Hook Up with Tiffany & Co.

The luxury goods brand Tiffany & Co, based in New York (and since last year, belongs to France). has collaborated with OMA to create a short-lived commercial environment on Avenue Montaigne in the 8th arrondissement of Paris. Open to visitors until May 2023, the jewelry emporium pop-Up is presented by OMA as a very immersive “adaptive design” with a changing atmosphere that “will transform the whole year to reflect the character of the collections it will host, bringing together the brand’s recent models with items from the 185-year-old collection.”

The store, which also serves as an exhibition space focused on the brand’s heritage, is presented as a series of Halls: different halls adopt different atmospheres, with a sapphire blue rotunda that presents various pieces from the venerable retailer’s archive, both bodily and through digital screens, anchoring the hypnotic space. Outside the rotunda and an octagonal room with the current collection is a devoted back room dedicated to welcoming guests with high jewelry appointments.

A continuous gradient blue carpet runs through the temporary store, a touch that draws guests further into the immersive environment, according to an OMA press release. Adding to the enveloping atmosphere of the living room, antique Tiffany lamps are placed everywhere.

Ellen Van Loon, the partner at OMA, led the project together with architect Giulio Margher.

Tiffany & Co. has a rich history both in jewelry manufacturing and in product design “” van Loon said. “For us, it was important to highlight this story. More than a chance to discover Tiffany’s recent collection, a visit to the boutique also becomes a journey back in time.”

This is not the first collaboration between Tiffany & Co. and co-founder grandma. The company is behind a major refresh on the flagship of the venerable Manhattan retailer. Among other elements, the renovation adds a fluted glass top to the 10-story, limestone 1940s building along Fifth Avenue that Tiffany & Co. called home for a long time. As the company noted, the project marks the first “holistic renovation and conservation effort” in the building’s more than 80-year history.

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