What do you do when your home is getting renovated? Rent the place next door and have fun with a pop-up. That’s what Tiffany & Co. is doing as its flagship store in New York undergoes a two-year renovation.
The Flagship Next Door allows the brand to reinvent the old Niketown space and experiment with a revolving roster of installations and partnerships, such as the current one with Flowerbx in a reimagined Tiffany Blue-accented subway car. As retail embraces and incorporates experiential marketing, the iconic luxury retailer has designed the floor-to-ceiling activation around a men’s collection space, the love and engagement floor, and its high atrium.
The installations will also help the company discover what kind of retail experience appeals most to the Tiffany customer.
“One of the great things about doing the temporary space is we can learn, trial and test—and build some of those learnings into the flagship store,” said Richard Moore, vp of global store design and visual merchandising at Tiffany & Co. “Everything we do speaks to a sense of craft and attention to detail.”
The pop-up off New York’s Fifth Avenue will stay open through 2021. Check out the video for a look around.