U.S. luxury jewellery brand Tiffany & Co. is to open a flagship store on Covent Garden’s James Street this month, introducing a new concept that incorporates interactive details and a focus on personalisation.
Unlike other Tiffany & Co. stores, where neutral tones abound, the Covent Garden ‘style studio’ will emphasise the brand’s trademark shade of blue by featuring it on walls, in the displays and on a neon sign.
The store is designed for the millennial and Instagram-savvy consumer with a Tiffany fragrance ‘vending machine’ and a #MakeItTiffany personalisation bar encouraging interaction and self-expression.
Barratt West, vice president and managing director of Tiffany & Co. UK and Ireland commented: “Covent Garden is an exciting area and a growing luxury marketplace with a vibrant cultural scene. We are delighted to be opening this new store, bringing even more diversity and innovation to Tiffany’s successful presence in the UK.”
Michelle McGrath, Director of Capco Covent Garden, added: “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. Our consumers are seeking differentiated experiences, which are core to our vision for the district, and Tiffany’s ‘Style Studio’ is a leading example.”
The area has become a leading destination for luxury shoppers, with a retail and dining offer that includes the likes of Chanel, Tom Ford, Mulberry, Bucherer, Rolex and The Shop at Bluebird.
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