For Keeps: Preserving Key Elements as Tiffany & Co.s Fifth Avenue Flagship Store Transformation Gets Underway
When the iconic Tiffany & Co.
flagship store opened on Fifth Avenue and 57th Street more than 80 years ago,
it ushered in a sleek sophistication that set the tone for what would become
one of the most renowned New York City streets and luxurious shopping districts
in the world. In turn, it has become a cherished architectural masterpiece in
the heart of the Big Apple. In the eight decades since its opening,
structurally not much has changed—but the time has come.
After the completion of the
renovations, the flagship store will reopen with premium refinements and
eye-catching interior and exterior additions, including a glittering glass
rooftop.
Preserving
the Past
Although lavish expansions and renovations will catapult the
flagship store into the future, some of the treasured unique elements that make
the legendary jeweler special will remain. For example, the exquisite existing
vitrines, distinctive salvaged stone and Wheat Leaf grilles, as well as
amazonite details that add to the store’s opulent ambiance are all being
preserved or repurposed for the revamped flagship store.
Keeping those features and incorporating them into the new
design aptly reflects the house’s commitment to its rich heritage while looking
ahead—a Tiffany hallmark.
Standing
the test of time
While
many of those details are virtually synonymous with the store, nothing
symbolizes the brand quite like the iconic Atlas clock that sits atop the
limestone-and-granite building’s entrance. The nine-foot bronze-painted statue
of the mythological Greek figure shoulders a clock that has been a part of
Tiffany’s history since 1853, when it was first affixed above the entrance of
the House’s previous location at 550 Broadway. Since 1940, the Atlas statue and
clock have come to symbolize the Fifth Avenue institution, recognized around
the globe as an emblem of Tiffany itself.
Approximately
four feet in diameter, the sculpture graces the building’s façade and
boasts elegant Roman numerals. It beautifully represents the brand’s timeless
appeal that spans generations. It’s the oldest extant building clock in New
York City and serves as a beloved and trusted timekeeper in the bustling
metropolis.
Everlasting
muse
Since
1983, the Atlas clock has inspired original timepieces and a full range of
Atlas® jewelry and accessories that debuted in 1995. Throughout the years, its
signature Roman-numeral designs made the collections coveted among customers.
In
2020, Tiffany began discontinuing some of the original pieces and introduced a
stunning new lineup—Atlas X—revolutionizing the Roman numeral motif. In early
2021, the brand began rolling out a bold new collection of jewelry,
eyewear and watches that exemplify the precious nature of time. Meticulously
crafted with precious metals and shimmering gemstones, the designs are defined
by solid, smooth lines, precise, graphic cutouts and intersecting pavé diamond
elements.
Reinventing
the familiar is what this collection embodies, and it dovetails wonderfully
with the forthcoming flagship store renovation. Each represents an evolution
that celebrates legacy, proving that embracing both will always shine.
* This article was originally published here
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