Tiffany & Co Style Studio, London

Luxury jewellery and accessories brand Tiffany & Co has expanded its UK presence with its Covent Garden Style Studio concept store. Bright and less formal, the new store provides a contrast to its more traditional offerings on Bond Street and the Royal Exchange.

The store offers a fresh, contemporary take on the brand, offering a creative, interactive shopping experience that meets the needs of a younger demographic.

Tiffany has ‘integrated uniquely playful displays that reflect the wit and humour of Tiffany design to create a one-of-a-kind, experiential destination’.

These include a jewellery personalisation bar that allows customers to sketch their own designs or monograms and have these embossed on jewellery or other items. There’s also a vibrant vending machine that sells Tiffany fragrances, and a boldly appointed sky-lit events space at the back of the store used for performances, demonstrations – and selfies.

Appointed in the brand’s iconic Tiffany Blue®, the store draws the eye from outside; neon signage and block lettering hint at a less traditional Tiffany experience within. This more accessible approach is also exemplified by the Tiffany collections on offer: the unconventional Tiffany T and the edgy Tiffany City HardWear.

The brand also stocks items from its ‘Everyday Items’ range, including pot plants, glassware and stationery. These are designed to appeal to Gen Z and Millennial shoppers who want to ‘treat’ themselves and who value affordable personalisation. Their clever, playful arrangement on shelves and counter-tops gives customers greater access to the brand.

The Style Studio is anticipated to operate until mid 2019.