The day has finally arrived for all those who have strolled past the large picture windows on Fifth Avenue in a black gown and opulent jewels, sunglasses perched upon their nose, croissant and coffee cup in hand—just as Audrey Hepburn once did. Tiffany & Co. has just reopened its recently renovated fourth floor, which houses its new home and accessories collection, as well as the Tiffany Blue Box Café, meaning you too can now have breakfast at Tiffany’s.
A first look at the new Blue Box Café.
The addition of a café to Tiffany’s new fourth floor is hardly surprising—other luxurious stores like Barneys and Paris’s Galleries Lafayette have had them for years. The floor is decidedly more relaxed and inviting, clearly designed to appeal to a younger generation and intended to create an immersive shopping experience that does away with the traditional retail environment of yesteryear. Joining the café is Tiffany’s new collection of elevated everyday objects, a fragrance laboratory, a baby boutique, sterling silver hollowware, and an Assouline-curated selection of vintage books. The floor features an elegant mix of subtle, classic design elements, like the herringbone marble and amazonite stone walls, juxtaposed with a contemporary flair. Silk pillows featuring playfully torn Tiffany bags rest near pairs of cuff links bearing phrases like “Love Hurts” and “What Ever,” while the everyday objects collection is displayed around a vintage Tiffany lamp—one of the many heritage items scattered around the floor.
“Both the café and redesign of the Home & Accessories floor reflect a modern luxury experience,” said Reed Krakoff, chief artistic officer of Tiffany & Co., in a statement. “The space is experimental and experiential—a window into the new Tiffany.” To usher in said new Tiffany, Krakoff extracted the ampersand in the company’s name to act as a fun design element throughout the store and the new line. It’s a way to bridge the classic Tiffany with the Tiffany of today, all while retaining a healthy mix of the two. The newly renovated fourth floor marks Krakoff’s first project for the brand since assuming the title of chief artistic officer in January, alongside his new line of elevated everyday objects, which are classic and cool, with a touch of cheeky fun.
