Tiffany & Co. will mark the opening of a new luxury boutique on the ground floor of Selfridges in London with an immersive installation that lets visitors walk through a projected cityscape. Fifth & 57th is a recreation of the intersection of Fifth Avenue and 57th Street in New York, the corner where Tiffany’s flagship store is located.
Exploring all of the area’s sights and sounds to give customers a true NYC experience, the installation at the Old Selfridges Hotel is free and offers a complimentary coffee and pretzel from a vendor’s sidewalk cart.
Visitors enter through the doors of a subway car and can stroll down the avenue lined with buildings made from hundreds of white boxes (inspired by Tiffany’s iconic gift box), with light projections showing off architectural details and Manhattan’s bustling street life. A digital storefront offers a window into the past, featuring displays created by the legendary Gene Moore, who designed Tiffany’s windows from 1955-1994.
There will be a master engraver inside the store offering complimentary hand engraving of Tiffany designs purchased during the installation’s run. Speakeasy bar ‘Charlie’s’ (named after Tiffany founder Charles Lewis Tiffany) will be open until 9pm for cocktails inspired by the Big Apple and live music performances.
Every 13 minutes, a light projection of the setting sun signals a dramatic finish to a day on Fifth Avenue, casting an ethereal glow over the space as the virtual sun transforms into a dazzling Tiffany diamond.
There is also a screening room that pays homage to Tiffany’s history as the inventor of the New York Minute with a montage of time-themed films. ‘Fifth & 57th’ will be open to the public from July 3-12.