Lovers of fine jewellery, the movie Breakfast at Tiffany’s and just breakfast in general can rejoice as Tiffany & Co opened a new concept cafe in its New York flagship store.
Jewellery giant Tiffany & Co has enjoyed a long life in the spot light as one of the most iconic brands available. Despite its name and signature instantly recognisable hue of Tiffany robin egg Blue, the brand has quickly been losing relevance (and revenue) as the next generation cut back on such luxuries.
In a bid to draw in customers Tiffany & Co have gone down the route of ‘experience retail’, opening a new café to go along side its flagship New York store.
Like many heritage brands due for a refresh, Tiffany has a problem with shoppers, especially millennials. So the café itself has been made almost fully instagramable, with hints of Tiffany Blue littered around from the plates to the napkins.
The cafe is a sunlight-soaked look into a moderately priced dinning experience as created by a not-so moderately priced brand. Tiffany Blue hues grace the chairs as the wait staff adorn aprons in the same colour. The cafe looks out across the New York sky line and even has display shelves stocked within the cafe so you can eat while you gaze adoringly at the expensive silver, very Holly Golightly.
Tiffany has also shaken up its management as it attempts new tricks; this year it got rid of both its CEO and design director, the latter of which was replaced by Reed Krakoff, Coach’s former executive creative director.
The café, appropriately called The Blue Box, is already a tourist destination, and now fans can feast on a croissant inside what is basically a human-sized jewellery box. The food price is much more reasonable than any of the brands collections, with pre-set breakfast and tea menus ranging from USD$29 – USD$49.
For now, the flagship store is the only café location, yet is popularity may cause the brand to expand into the new found popularity of the immersive retail experience.
The opening of the new café comes close to the brands latest ‘everyday’ collection which features a $350 rose gold straw, a $1,000 sterling tin can, a $300 silver yo-yo, and what might be a $1,500 Lego set, and that is US dollars.
The café will remain as an attraction for younger generations who want to immerse themselves in the Tiffany’s experience but can’t afford USD$9,000 for a Stirling Silver ball of yarn.