Don’t Call it a Flagship: Tiffany & Co’s Revamped New York City Store Reopens as “The Landmark”

From the outside, you wouldn’t know the Tiffany & Co. store that’s graced the corner of 57^th Street and Fifth Avenue in New York City for the past four decades had changed at all. That classic brick facade and iconic Atlas clock remain beautifully intact.

NEW YORK, NEW YORK – APRIL 27: A exterior view as Tiffany & Co. Celebrates the reopening of NYC Flagship store, The Landmark on April 27, 2023 in New York City. (Photo by Jamie McCarthy/Getty Images for Tiffany & Co.)

But, through the revolving doors, “The interiors have been completely reimagined into a new world of wonders,” according to the brand. Tiffany unveiled The Landmark and celebrated the end of a nearly four-year renovation with a star-studded opening featuring performances by The Radio City Rockettes, Katy Perry, and DJ Mark Ronson in April 2023.

“The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House,” says Anthony Ledru, President and Chief Executive Officer, Tiffany & Co. “Symbolic of a new era for Tiffany & Co., the Landmark is much more than a jewelry store—it is a cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design. It sets a new bar for luxury retail on a global scale.”

NEW YORK, NEW YORK – APRIL 27: A view of the atmosphere as Tiffany & Co. Celebrates the reopening of the NYC Flagship store, The Landmark on April 27, 2023 in New York City. (Photo by Cindy Ord/Getty Images for Tiffany & Co.)

For its first wide-scale renovation in the 40-year history of the store, Tiffany chose renowned architect Peter Marino for the interior and OMA New York/Shohei Shigematsu to guide the renovation and three-story rooftop addition. “New York’s crown jewel” sparkles anew, with 10 floors of exquisite artworks from Damien Hirst, Julian Schnabel, and Anna Weyant, to name a few. Jean-Michel Basquiat’s “Equals Pi,” which was at the center of Tiffany’s “About Love” ad campaign featuring Beyoncé and Jay-Z in 2021, is now front and center on the ground floor of The Landmark, captivating visitors entering the store from Fifth Avenue.

NEW YORK, NEW YORK – APRIL 27. An interior view as Tiffany & Co. celebrates the reopening of the NYC Flagship store, The Landmark on April 27,2023 in New York City. (Photo by David Benthal/BFA.com)

NEW YORK, NEW YORK – APRIL 27. An interior view as Tiffany & Co. celebrates the reopening of the NYC Flagship store, The Landmark on April 27,2023 in New York City. (Photo by David Benthal/BFA.com)

Elsewhere, video walls turn views of Central Park and the Manhattan skyline into moving art, and a rock crystal-adorned spiral staircase exudes Elsa Peretti inspiration. Glass cases filled with glittering jewels line the main floor, while, above, a faceted skylight extending nearly the length of the room honors Tiffany’s diamond heritage. Seasonal sustenance including, of course, “Breakfast at Tiffany,” is found at The Blue Box Cafe by Michelin-starred chef Daniel Boulud. The Audrey Hepburn film is well represented here; the store also features a replica of the actress’ iconic little black dress.

The Landmark is part of a larger luxury investment trend in the area. Fellow Fifth Avenue anchor Saks Fifth Avenue Saks is in the midst of a $250 million renovation of its flagship store and Rolex is reimagining its Fifth Avenue headquarters. Hermès new flagship debuted on nearby Madison Avenue in 2022.

Luxury conglomerate LVMH purchased Tiffany in 2021 for $16 billion and has grown its sales from 3 billion euros in 2020 to 5.1 billion euros in 2022, with a forecast of 7.4 billion in 2025. LVMH-owned Louis Vuitton, Bulgari, and Dior are all part of this Midtown mecca.

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