Tiffany & Co.’s New Temporary Location Opens

Today is a landmark day for Tiffany & Co., as the brand opens the Tiffany Flagship Next Door, a temporary flagship location at 6 East 57th Street. The brand’s iconic 727 Fifth Avenue location, familiar to shoppers and Audrey Hepburn fans alike, will be closed for renovation until late 2021. But, have no fear, the Flagship Next Door will still provide an unforgettable shopping experience in the interim. The four-story, Art Deco-inspired oasis is sure to deliver a fresh take on the timeless brand.

The new 57th street location first opened in December with the Tiffany & Co. Men’s Pop-Up Shop, promoting the brand’s recently-launched Tiffany Men’s collection. The second floor of the Flagship Next Door will remain dedicated this line, while the rest of the store will span the entire Tiffany’s oeuvre, from engagement rings to homeware. “It was a great opportunity to reassess our assortment and redistribute it in a way that feels fresh and new," Reed Krakoff, Tiffany's chief artistic officer, told us.

Each floor has its own visual concept depending on what’s sold - an aesthetically different shopping experience is always just an escalator ride away. The shop also includes private selling rooms on each floor and an exclusive VIP salon, for the fashionistas and influencers in the know. Regarding the space itself, Krakoff said the 57th street location is “believable as a place to find extraordinary things, but also incorporates a more updated, contemporary view on how a customer spends time in the store.”

For the trendsetters among us, Tiffany’s new home also ushers in a series of design partnerships. The 57th street flagship features a floor to ceiling atrium, created solely to house these collaborations, complemented by a changing layout every few months. "The layout of the space allows us to have pop-up installations and exhibitions - things that I think are where retail is going," Krakoff said. "I think first and foremost a store today needs to be an extraordinary space, but also entertaining and engaging, so it makes you want to come back."

The modern space is sure to turn heads, with its vaulted ceilings and classic Tiffany blue accents. While the store may be experimental, the aesthetic is inspired by the enduring Tiffany’s style we know and love. While two years seems like a long time to wait (and forever to be without the Blue Box Café), the Flagship Next Door provides more than enough to satisfy our Tiffany cravings in the interim. And, as absence makes the heart grow fonder, the revamped Tiffany flagship will almost certainly be worth the wait.