Tiffany inaugurates an Apple-style store in London. Is it a turning point for the US brand? ♦ ︎
Tiffany like Apple? The comparison is obviously risky. Yet the great American Maison is willing to take a new path and open a think different with the Millenials. Or at least it tries. The novelty is a new store that in the heart of London, at James Street, is proposed as something new for the world of jewelry. According to Tiffany, the shop, active starting in July, presents itself as a place to create and play. In short, an interactive approach with customers. A road traveled by Apple, in the technological field, with its Stores where to experiment the products of the company founded by Steve Jobs. In this case, however, the innovation will have the brand of Alessandro Bogliolo, CEO of Tiffany since the summer 2017.
According to marketing experts, the main problem of the Maison, in fact, would be precisely that of the relationship with the younger public, which is less affected by the charm of the historic brand. Whether it’s true or not, the London experiment could open a new path, as space will invite visitors to explore, customize, create their own style. In short, a more informal jewelry store that does not intimidate.
The boutique will also include Tiffany Blue packaging with the brand’s Everyday Objects accessories, #MakeItTiffany personalization and a fragrance vending machine. The store will also be promoted with events, style sessions, performances, installations and animations. Federico Graglia