Tiffany & Co. has always been synonymous with dazzling diamonds, timeless jewelry designs and, of course, robin’s egg-blue packaging. The brand, founded by Charles Lewis Tiffany in 1837, has also been a hallmark of New York City since opening its doors on Fifth Avenue on the corner of 57th Street in 1940. It didn’t take long for the location to go down in pop culture history when Holly Golightly, played by Audrey Hepburn, glamorously ate breakfast as she window-shopped in the opening scene of the 1961 film Breakfast at Tiffany’s. After a four-year renovation, the iconic institution reopened this year and it’s filled with new jewels, impressive custom artwork and immersive displays (including the “Audrey Experience” which pays homage to the movie with a replica of Golightly’s Givenchy dress on display) for a completely transformative shopping experience.
The 10-floor structure, now dubbed “The Landmark,” retained some touches customers will recognize, like the refurbished Atlas statue and clock above the revolving door. But with the guidance of renowned architect Peter Marino, the interiors have been completely revamped. The building’s core and three new stories were completed by OMA New York, led by Shohei Shigematsu, marking the first holistic renovation since the store first opened.
The Landmark now pays homage to its hometown: As guests enter the space, screens on the walls display iconic Big Apple scenes, including Central Park and the world-famous skyline. The crown jewel, so to speak, is the sculptural spiral staircase that mimics the biomorphic designs of the iconic designer Elsa Peretti.
Guests ascending the artistic staircase will discover dedicated displays to honor the brand’s legendary designers, such as Paloma Picasso, Patek Philippe and Jean Schlumberger. Those coveted Tiffany & Co. iconic engagement rings are on level three, while a new Bird on a Rock collection, which pays homage to Schlumberger’s iconic Tiffany & Co. brooch design, is nestled on the seventh floor. Schlumberger joined the brand in 1956, and the French jeweler took nature-inspired motifs that captured the essence of flowers, animals and marine life and transformed them into wearable works of art for Tiffany & Co.
The Bird on a Rock brooch, created in 1965, is one of Schlumberger’s most famed designs and showcases his exceptional craftmanship and artistic vision. As the name suggests, the piece features a lifelike bird perched on a natural rock crystal base. “The bird is placed majestically on a gem, intentionally divergent in scale, and its head is held high and upright,” Tiffany & Co. Chief Artistic Officer, Jewelry and High Jewelry, Nathalie Verdeille says. “The bird contemplates the surrounding landscape from the vantage of its perch. Bird on a Rock evokes a feeling of freedom so genuine; now we witness it spread its wings and soar limitlessly above and beyond.”
This year, Tiffany & Co. created its first-ever Bird on a Rock collection with never-before-seen creations that reimagine Schlumberger’s iconic brooch. There will be four suites, featuring a necklace, bracelet, earrings, rings, brooches and pendants, which will roll out in phases throughout the year. Each suite centers around a gemstone species, like the white diamond suite with a cushion-cut 5-carat diamond ring. “This is our first-ever comprehensive Bird on a Rock collection,” Tiffany & Co. Chief Gemologist Victoria Reynolds says. “We’ve reoriented the bird, which interacts with and flies around gemstones, pearls, diamonds. It’s lovely; there’s so much life and energy, volume and dimensionality. These creations are at once deeply imaginative and incredibly sophisticated. I am certain that Schlumberger would have given a nod of approval.”
In addition to the suites, there will also be Bird on a Rock pendants featuring legacy gemstones, including a 31-carat tanzanite, a 26-carat kunzite and a 23-carat morganite, and, for the first time, the pendant will feature a bird from the frontal stance.
Even after over 50 years, Schlumberger’s designs still transcend trends. “The Bird on a Rock brooch is an indelible Tiffany & Co. creation. It’s timeless but unfailingly modern,” Reynolds explains. “The whimsical design has outlasted the ebb and flow of jewelry trends. With the new Bird on a Rock collection, we took great care in preserving what makes the brooch so special while honoring Schlumberger’s vision.”
More artistic inspiration awaits at The Landmark, which is now home to nearly 40 artworks across all 10 floors from notable artists Jean-Michel Basquiat, Damien Hirst, Julian Schnabel, Jeff Koons and Jenny Holzer, among others. When creating the space, Marino says, “My main consideration was how to lighten and brighten an American icon without hurting its classic style.” He adds he achieved that goal by displaying works from artists around the world “with a special emphasis on American artists and unique commissions.”
“The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House,” Tiffany & Co.’s Chief Executive Officer Anthony Ledru says. “Symbolic of a new era for Tiffany & Co., The Landmark is much more than a jewelry store—it is a cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design. It sets a new bar for luxury retail on a global scale.”
Tiffany & Co. is focused on pushing forward, finding new ways to delight fans while also honoring classic designs beloved through time. On a visit, channel Holly Golightly and dreamily drift away while taking in the store’s history — and all those diamonds.
Words by Casey Brennan and Colleen Kratofil
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