Tiffany & Co. Creates Interactive Installation to Celebrate Selfridges Boutique Opening
July 06, 15
(IDEX Online News) – To celebrate the opening of the Tiffany & Co. boutique in Selfridges London, the luxury jeweler has created an interactive installation, “Fifth & 57th,” at the Old Selfridges Hotel.
Named for the New York City cross streets where the Tiffany flagship is located, the immersive experience allows visitors to walk through a projected cityscape of Fifth Avenue.
The highlight of the installation is a digital storefront where guests can peer into the past and view the iconic Tiffany window displays created by Gene Moore, a window designer at Tiffany for 39 years. Inside the store, an official Tiffany engraver offers complimentary engraving for Tiffany pieces purchased at Selfridges during the run of the installation.
The instillation is constructed from hundreds of white boxes and recreates famous New York buildings, complete with side streets and hidden features. It also includes Charlie’s, a New York-style speakeasy hidden behind a secret door that serves New York-inspired cocktails.
In addition, street vendors are on hand with New York-style pretzels and coffee served in classic New York City coffee cups.
The installation is open until July 13.