BRAND: TIFFANY & CO.
Location: Milan, Italy
Size: 915 square feet / 85 square meters
Press: Steel Tales,
The Tiffany & Co. shop-in-shop located in the Excelsior Milano department store established a modern iteration of the iconic brand’s global retail concept. Famed architect, Jean Nouvel transformed the Excelsior, formerly a movie theater, into a striking, 7-storey fashion, and lifestyle in the heart of Milan. The Tiffany store embodies this new aesthetic while retaining its elegance.
Christian Lahoude selected the Tiffany Blue Box’s white ribbon to become the key element of this retail design. Given the design and fashion heavy context a cohesive and clean branded aesthetic was the driving force throughout the design, and the execution.
Branding and Technology
The exterior wall which morphs into the interior composed of metal bands of varying widths, each painted a pearlescent white. LED lighting embedded in the wall causes a faint glow of Tiffany Blue to escape through spaces left in between the ribbons.
The curved bands propagate throughout the store to create a fluid, sinuous space. They seamlessly flow into the interior lit display cases that contain hidden drawers for storage. Pushing and pulling, the ribbons cause the store to acquire a vibrant and unique spatial quality. Stainless steel framed glass counters are lit to best display the Tiffany jewelry.
"“In the context of this spectacle of shopping and of the synergy of architectural figures deployed to form the landscape of the department store, the Tiffany corner is like a fulcrum of reference, already clearly visible from the street, facing the main entrance from Via della Passerella, toward the busy movement on Corso Vittorio Emanuele.”"