New York might just be my favourite city, after Paris, thanks to Tiffany & Co. I have never wished to be in the city more than I do right this moment. One of my all time favourite brands, Tiffany & Co, is painting NYC blue this week, to honour Reed Krakoff’s debut collection. Krakoff was hired by the brand last year as chief artistic director, in an effort to overhaul the iconic jewelry brand’s design, attract younger shoppers and reverse an extended sales slump.
Krakoff’s role makes him the single creative authority, overseeing jewelry, luxury accessories, stores, e-commerce and advertising at Tiffany & Co. Part of his new introductions to the brand include the Blue Box Cafe, a restaurant on the fourth floor of Tiffany’s New York flagship that’s painted in the brand’s trademark blue. His much-hyped “Everyday Objects” home decor collection, which is one of my biggest obsessions, was deemed a success by executives.
When I started seeing the social media roll out and various reports coming through, I knew this would go on to be one of my favourite campaigns even before the actual 05.03.18 launch. Today, May 1st, the jewelry brand began its NYC takeover, by painting the city robin’s-egg blue to mark the release of chief artistic director’s Paper Flowers collection. Through the campaign, Reed wanted to “offer a sense of unexpected discovery and joy,” to New York’s everyday commuters, by bringing their #TiffanyBlue to a number of city staples: “select cabs will shed their yellow paint, subway stairs will get an aqua upgrade, and a number of MetroCards are getting a splash of Tiffany’s cachet”.
Such a brilliant idea and a showcase of out of the box thinking. I’m sure this feels like a taste of ‘Breakfast at Tiffany’s’ for ordinary people. Guess who’ll be glued to their phone in anticipation of the big announcement the brand is making on May 3rd? Yep, you guessed right…