Tiffany & Co. and OMA — both renowned New York institutions — have completed the transformative journey to revitalize the luxury brand’s flagship store at 727 Fifth Avenue. The project takes shape as a glass extension atop the existing location which had stood along the famous street for over eighty years. Discover the architectural vision behind the renovation, led by OMA partner Shohei Shigematsu, which breaks the potential monotony of a single-brand retail space and create a cohesive narrative between the historic building and the contemporary intervention.
Although the flagship has long stood as an iconic fixture on Fifth Avenue, its public perception has often been limited to its famous ground floor. Recognizing the need for change, the renovation project sets out to reimagine the entire flagship, introducing a series of interventions that encompass reprogramming, preservation, and innovative spatial expressions.
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While the Tiffany & Co. flagship occupying a ten-story building solely dedicated to retail, the architects at OMA combat the potential monotony by exploring ways to maximize the potential of scale — visitors are met with a diverse and engaging experience throughout the entire building.
By reorganizing and rezoning the retail programs, a more fluid circulation is achieved from the ground level to the upper floors, encouraging exploration and discovery.
Being a heritage brand housed in a historic building presents an opportunity and a challenge in terms of communicating a cohesive narrative. The renovation addresses this by establishing a new dimension within Tiffany’s retail ecosystem – an exhibition, event, and clientele space on the rooftop. This dedicated space not only broadcasts an evolving brand identity but also serves as a platform for hosting new initiatives, reinforcing Tiffany’s commitment to innovation and adaptability.
The new extension by OMA introduces a modern and captivating architectural feature that enhances the overall aesthetic of the Tiffany flagship. A straight, vision glass facade, set back from the existing building envelope, provides panoramic views of the city and Central Park, offering visitors a breathtaking experience.
Moreover, the client floor, extending over a wraparound terrace, is enveloped by a slumped glass facade. This unique combination of flat and slumped glass not only adds structural integrity but also creates a mirrored effect, ensuring privacy from the exterior while preserving transparency for views from within.
The new extension, resembling a soft curtain, stands as an elegant contrast to the towering glass buildings surrounding the landmark location. Its unique texture and the symbolic “blue box” appearance, especially when illuminated at night in Tiffany Blue, signify the beginning of a renewed identity for both the flagship and the brand itself. This architectural addition serves as a visual representation of Tiffany’s commitment to reinvigorate its presence while staying true to its heritage.
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Via / IGNANT