Tiffany & Co. gave New York City a serious case of the blues with a vibrant, spring takeover. Marking the release of the first jewellery collection by Chief Artistic Director Reed Krakoff, ‘Paper Flowers’, the brand capitalised on its quintessentially New York nature by colouring street corners and subway stations, setting up paper flower installations at bodegas, painting traffic lights and even subjecting select yellow cabs to the Tiffany blue treatment. Also facilitating a number of pop-ups featuring BMX riders and skateboarders dressed in head to toe robin-egg, the slightly irreverent, millennial-friendly approach reflected Krakoff’s mission to increase the brand’s appeal among younger customers.

 

 

 

Here for a good time but tragically not a long one, the #tiffanyblue moments were only around for a few days… but they provided plenty of unmissable photo opportunities. For the official Paper Flowers launch, Tiffany & Co. celebrated with a blue-tinted soirée, that saw celebrities come out in droves to support the beautiful new collection…