Tiffany & Co’s Iconic Flagship Store on Fifth Avenue Reopens as Megastore: A Look Inside

There is not much to tell about Tiffany – the luxury jeweler and its flagship store on 5th Avenue in New York became a legend thanks to the cult film Breakfast at Tiffany’s starring Audrey Hepburn. The American luxury brand has been part of the French luxury group Louis Vuitton Moet Hennessy since 2021.

The largest luxury boutique in the world

Now, after a major four-year renovation, Tiffany & Co’s historic flagship store on Fifth Avenue reopens. On now ten floors and 10,200 square meters of retail space, Tiffany’s was transformed into “The Landmark“ renamed Megastore expanded. Additional floors in the form of a modern glass cube were added to the historical structure. Tiffany has operated its flagship store here for 186 years, which after the renovation is considered to be the world’s largest jewelry store and the largest single-brand luxury boutique.

The conversion sets new records even for the richest person in the world, Bernard Arnault, and his LVMH group. According to Bloomberg, the renovation is said to have cost at least 250 million US dollars – LVMH has never invested so much in a single store. In addition to a lot of art and special security showcases, the investments in the video walls were “peanuts”. The historic building has a closed facade with little natural light.

And in the evening it is switched off

Instead of windows, Tiffany uses wall-to-wall video walls showing computer-generated (CGI) images of Central Park and the Manhattan skyline. The entire installation comprises more than 33 million pixels from floor to ceiling. Tiffany’s pre-opening press release does not provide any details on the technology used for the video walls. “On the ground floor, video displays project scenes of New York City with Central Park and the Manhattan skyline when on, and mirrors when off, for an immersive experience,” it says. Whether Tiffany on Fine Pixel LED or mirrored LCD displays, the public will probably only find out after the opening on April 28th.

It is worth noting, however, that LVMH/Tiffany advises that the digital signage installations will only operate during business hours, in line with the group’s sustainability goals. After the store closes, it shuts down.

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It is not every day that LVMH realizes a flagship project of this magnitude. We are already looking forward to the first in-store videos and will get our own impression on site in a few weeks. Notably, as part of LVMH’s sustainability initiatives, turning off the digital signage installation after closing time made it into communication. Green signage and sustainability are no longer side issues.

DooH: Digital Corridor with Tiffany and JCDecaux