LONDON — Tiffany & Co. has doubled its size on the ground floor of Selfridges with a one-off space inspired by diamond facets and rays of colored light.
The space spans 2,400 square feet and features a private sales room and the brand’s first bridal bar, a bespoke Art Deco-style counter where couples can drink Champagne and pore over diamond rings in natural light.
Chandelier light sculptures designed by Tomás Saraceno look like diamond x-rays, with abstract lines meant to mimic light reflections inside cubelike shapes.
The private sales room features bottle green velvet sofas, blue and green marble floors resembling a summertime sea and a sliding mirrored wall that looks as if it’s made from giant shards of glass.
Floors are a mix of wood and colored marble – cornflower blue, pale green and yellow – with a design meant to reflect the angular facets of a diamond. Walls are similar in design, and are made from wood, glass and marble.
“This is a very big strategic move for us,” said Barratt West, vice president and managing director, U.K. and Ireland, at Tiffany. “The synergies between Selfridges and Tiffany are very clear. The store is meant to appeal to a fashion-savvy, design-conscious customer.”
West said Tiffany and Selfridges worked for more than a year on the store, located in Selfridges’ luxury space, which is undergoing expansion. The decor, designed by Tiffany’s in-house team, is unique to Selfridges.
Although he declined to reveal sales projections, West said the space was a “huge investment for Tiffany.”
Anne Pitcher, Selfridges’ U.K. managing director, said in a separate interview that the Tiffany concept space marks the latest in a series of strategic developments for the luxury room expansion.
“It is a powerful example of what a unique experience can be,” she said. “It’s a global first, and offers new product as well as a number of exclusive pieces from the Tiffany T collection.”
The new in-store shop stocks two exclusives: a cutout silver and black ceramic cuff bracelet and a matching ring from the newly launched T Collection. They will remain exclusive to the space throughout the summer.
Besides T, the space stocks watches, designs by Jean Schlumberger, Paloma Picasso and Elsa Peretti, the Atlas and diamond bridal collections.
A grand opening is planned for the beginning of July when Tiffany will take over The Old Selfridges Hotel. From July 3 to 12, the brand will stage an interactive exhibition called Fifth and 57th, which West said will offer viewers “a taste of New York — with the look, feel and sounds of the city.
Tiffany has 10 stores in the U.K., one at Selfridges in Manchester, two at Heathrow Airport and seven in London.