Tiffany & Co. Re-Imagines Luxury for Younger Generations at New London Style Store

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Jewelry retailer Tiffany & Co. has opened a brand-new flagship store in London's Covent Garden, designed very much to appeal to a younger demographic with a marked departure from the brand's traditional luxury retail position. The launch showcases a new concept for Tiffany &Co., with the store offering not only the brand's iconic designs but an innovative retail experience that encourages interaction and self-expression as well.

Dubbed the "Style Studio", the new store is far less about the grand and traditional, and more about relaxed, intuitive shopping experiences. There's still no mistake that you're walking into a Tiffany's store - the interior screams opulence, grandeur, and lavishness like the brand's other locations do. But there are a few touches that are a far cry away from what we've come to expect from a typical Tiffany's.

Unlike other Tiffany & Co. stores, which are all about neutral tones, the new Style Studio is drenched in the brand's trademark shade of duck-egg blue - on the walls, on displays, and even on dazzling "cool" neon signs. But it's not all about the blue. Some walls are printed with T logos, others with the brand's social media hashtag, #MakeItTifanny.

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Even the employees have a new dress code, which, again, moves away from the traditional high-end approach. Though associates still wear black, uniforms are gone, and they are encouraged to dress in a more casual style, don jewelry in more creative ways, and even wear sneakers. The overall aim of the Style Studio is not to do away with luxury but re-imagine it for the younger generation.

"We've integrated uniquely playful displays that reflect the wit and humor of Tiffany design to create a one-of-a-kind experiential destination,' said Vice President, Creative Director of Store Design and Creative Visual Merchandising at Tiffany & Co, Richard Moore.

Vending Machines and While-You-Wait Services

Contemporary and innovative, the new Style Studio offers a fresh perspective on the Tiffany & Co. shopping experience and is a store concept like no other for the brand. But it's not just about the displays and the colors - the Style Studio is designed to inspire and encourage creative interaction and play, too.

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The space is wide, super-sleek, and integrates playful displays that allow customers to interact with the products. There's also a #MakeItTiffany personalization bar, which offers the type of while-you-wait service not normally associated with retailers of Tiffany's luxurious caliber. But here is where the brand is looking to differentiate itself from its high-end jeweler competitors - albeit there certainly isn't anything that could be described as "run-of-the-mill" about the embossing and engraving services on offer. Customers can purchase an item from the store, and then create their own monograms and designs on screens, which will then be transferred onto jewelry or other items while they wait.

One stand-out feature - and again, one not traditionally associated with luxury - is a Tiffany fragrance vending machine, where customers can feed in their bills or cards in exchange for a bottle of the brand's signature perfume. And even these fragrance bottles - fashioned after diamond cuts and packaged in a Tiffany blue box - can be customized at the #MakeItTiffany personalization bar.

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The Style Studio will play host to special events, too, rather than just exclusive shopping events. At the back of the store is a space dedicated to exhibitions and parties, and artwork from young artists working with international art fund Oust will be on display. The space will be opening its doors to other creatives, too, hosting performances, installations, style sessions, and animations.

"Covent Garden is an exciting area and a growing luxury marketplace with a vibrant cultural scene," said Vice President and Managing Director of Tiffany & Co. UK and Ireland, Barratt West. "We are delighted to be opening this new store, bringing even more diversity and innovation to Tiffany's successful presence in the UK."

Final Thoughts

The new Tiffany & Co. store is strategically designed to appeal to a new type of customer - one who is younger, who buys for him/herself (as opposed to receiving jewelry), and who is looking for personalization and creative experiences rather than just pure luxury.

The move chimes with other recent efforts from the brand to appeal to a younger, hipper audience. In May, Tiffany & Co. created a song in partnership with Spotify to promote its latest collection, which featured 20-year-old actress Elle Fanning and an original rap by A$AP Ferg. Last year, Tiffany's made a similar splash at Super Bowl LI, formally announcing Lady Gaga as one of the new faces of the brand in a commercial which marked Tiffany's first ever Super Bowl TV ad. Another key event that occurred in late 2017 was the opening of the Blue Box Cafe in Tiffany's Manhattan flagship store. The new, brighter space is appealing to younger shoppers and adds an additional touch to the in-store experience that millennials crave - one that goes beyond just shopping.

The new Style Store marks another step in Tiffany & Co.'s attempt to relax its offering and appeal to a younger demographic. London's Covent Garden is the ideal venue for this new store concept, which will join the likes of Chanel, Tom Ford, Mulberry, Bucherer, Rolex, The Shop at Bluebird and the recently-opened Petersham Nurseries lifestyle emporium and restaurants. While Covent Garden has clearly seen a gradual move upmarket over recent years, it retains its offbeat character - the perfect blend between luxury and creative that the Style Store is designed to encapsulate.

"We are delighted that Tiffany & Co has chosen Covent Garden to open their new store, adding to the offer of luxury and contemporary, global and British brands on the estate," said Director of Covent Garden, Capital and Countries Properties, Michelle McGrath. "Our consumers are seeking differentiated experiences, which is core to our vision for the district, and Tiffany's 'Style Studio' is a leading example."

Millennials is set to be a hot topic at Future Stores Seattle 2019, taking place June 5 – 7.

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