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Brief Published: 13 Nov 2014

Tiffany & Co. Rebrands Via Pop-Up

Tiffany's Train

Luxury American jeweller Tiffany & Co. introduced its latest 'T' collection – the first helmed by its new British-born design director, Francesca Amfitheatrof – with an imaginative pop-up in a faux subway car. The train carriage was pitched on a pretend subway platform at the Dia Gallery in New York's hip Chelsea neighbourhood.

The minimal shop was designed to reflect Tiffany's subtle shift towards becoming a brand with more than purely formal aspirations. It demonstrates a distinctly modern outlook aimed at seducing New York's downtown cool girls (notably, Amfitheatrof is also the brand's first female design director), as well as its more traditional audience.

The creative concept aligned with the fact that the new collection is based on architectural metalwork, as opposed to the brand's signature gems. The interior of the specially constructed subway car came with correspondingly sparse décor, such as simple pieces of luggage, public benches, Tiffany 'T' Train signs on tiled walls, and a white pedestal running through the centre of the car.

Tiffany T bracelets could be purchased on-site, and an engraver provided complimentary personalisation. All other displayed products could be ordered for home delivery on tablets located around the gallery, while guests were invited to indulge in some social media promotion via a dedicated selfie booth.

The space was designed by Montreal-based creative agency Sid Lee.

To read more about how brands are deploying scenic installations to enchant consumers, see Art-Fuelled Fashion Spaces and Meet the Set Designers, and blog posts Michael Bastian Retail Installation and Building Fashion x Linda Farrow Eyewear Pop-Up.

For more on pop-up retail, see Nomadic Retail, Brands on Tour, Holiday Pop-Ups 2013 and Branded Festival Experiences.

For more on product personalisation in the retail space, see Co-Creation & Experimentation. Also look out for a full report on key strategies in jewellery retailing, publishing in January 2015.