Not Just A Blue Box
I can still recall almost ten years ago when Louis Vuitton’s now flagship store on the Champs-Elysées was, at the time, a massive monogram trunk. A part of me was hoping the LV panels would never come down but since the store’s opening, countless other fashion houses have hopped on the designer scaffolding bandwagon. We now live in an age where there is as much talk about the outside of a store under construction as what is opening in the space. Take the recent dropping of Yves to just Saint Laurent at the brand’s future Mercer storefront which has garnered nearly as must buzz as Heid’s much anticipated debut runway collection. But alas, Tiffany has revolutionized the world of scaffolding once again in the weeks leading up to their long awaited return to Soho; the neighborhood where the brand began almost 175 years ago.
Rather than shielding their new store from the public by way of a massive Tiffany Blue box, the luxury brand has taken an even more artistic approach to construction. Tiffany has partnered with four contemporary artists to decorate the outside of the storefront prior to their September opening. Each artist has been given the theme True Love as inspiration as well as two weeks to install and show how they interpret the meaning of love. Danielle Dimston was the first to show on July 16th and Ellis Gallagher came shortly after on July 27th. Gallagher’s work is still on display but will be replaced on August 8th by Danny Roberts and the final artist in the rotation is Natasha Law on August 17th. Head to Tiffany Soho – 97 Greene Street – to see it all in person and maybe catch a glimpse of an artist in action.