Since 1937 Tiffany & Co has operated as a distinguished luxury jeweller, not a place where one can actually have breakfast, however that changed on Friday with the opening of Tiffany & Co’s Blue Box Café.
“Don’t you just love it?” Holly Golightly says. “Love what?” Paul Varjack replies. “Tiffany’s!” she replies. There are certain Hollywood movies that have transcended time. Breakfast at Tiffany’s is one of them, centred around New York “it” girl Holly Golightly and her obsession with Tiffany’s the jewellery store.
Since 1937, Tiffany’s has operated as a distinguished luxury jeweller, not a place where one can actually have breakfast, however that changed on Friday with the unveiling of Tiffany & Co’s Blue Box Café which sits on the newly renovated fourth floor of its flagship NYC 5th Avenue store. If Holly Golightly were around today I’m sure she’d want to Instagram this!
While many bricks and mortar retailers are feeling the pinch from customers moving to online competitors, there has been a bigger focus on retailers cultivating experiences for its shoppers and that precisely what Tiffany & Co. aims to achieve with its new store additions.
Joining the Blue Box Café on the same floor is Tiffany’s new luxury Home & Accessories collection (which has attracted a hefty amount of attention from the internet) of everyday objects, a Tiffany fragrance laboratory and a baby boutique.
“Both the café and redesign of the Home & Accessories floor reflect a modern luxury experience,” says Reed Krakoff, chief artistic officer at Tiffany & Co. “The space is experimental and experiential – a window into the new Tiffany.”
Tiffany’s newly renovated floor is clearly designed to appeal to a younger generation and intended to create an immersive shopping experience. Overlooking Central Park, the new Blue Box Café is bright and airy, featuring an elegant mix of subtle and classical design elements, including herringbone marble and amazonite stone walls. The interior is typical Tiffany stuff – the classic Tiffany blue walls, chairs and fine bone China.
For those foodies – Breakfast at Tiffany’s starts from US $29 which comes with tea or coffee followed by the iconic croissant, as well as seasonal fruit, a buttermilk waffle, smoked salmon and bagel stack, truffle eggs or avocado on toast. The café also serves lunch and Tiffany Tea as well. Other options like “Fifth Avenue Salad” aims to guarantee a classy experience for shoppers.
“You see what I mean how nothing bad could ever happen to you in a place like this?”
Founded in New York in 1837, Tiffany & Co. is a premium jeweller and an iconic brand with a rich and storied heritage, Tiffany is a global manufacturer and retailer of jewellery and luxury accessories. The company operates more than 300 Tiffany & Co. stores in more than 20 countries, including Australia. The colour and mark Tiffany Blue are trademarks of Tiffany and Company and its affiliates.