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Brief Published: 6 Apr 2011

Tiffany's Dreamy Windows


Luxury jeweller Tiffany & Co celebrated the launch of its new Tiffany Locks collection late last month by unveiling a brilliantly surreal design concept on the façade of its 5th Avenue flagship in New York.

Inspired by hit films such as Christopher Nolan’s Inception and Tim Burton’s Alice in Wonderland, the brand created an illusory “dream within a dream” of its own by using the full scope of the façade (busting way beyond the tiny 8 x 10 inch windows) to command attention from New York shoppers.

By painting over subtly applied exterior cladding, Tiffany & Co was able to paint directly onto the store’s facade, creating vivid optical illusions. The granite fabric of the building itself appears to be peeling back, like curtains, revealing blue skies with floating clouds behind.