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Tiffany Unwraps Its Wall Street Jewel Box


Crowds descended upon 37 Wall Street today as Tiffany & Co. unveiled its latest branch store. You would have thought that they had forgotten that Manhattan has had a Tiffany for years - the original one. Tiffanyoverview After a morning press preview, gawkers lined up for a champagne buffet and petit fours shaped like tiny blue gift boxes. It was far too crowded for serious customers - claustrophic at times. Outside, we saw none of the carts handing out free coffee, cookies and newspapers we had been hearing about, but the diamond bedecked models made their appearance as the general public waited for the store's noontime debut.
Inside, it's a departure from Tiffany's usual branch décor which generally adapts design elements from their iconic Fifth Avenue flagship. The Wall Street building's 1907 white marble interior has been lovingly restored, and the Canadian architectural firm Tiffanyexterior Yabu Pushelberg has cleverly created a glittering steel and glass construction which divides the main floor into more intimate selling areas (click right photo for larger view) around a 75-foot light installation by designer Ingo Maurer. Decorative metal louvers on the  glass walls subtly reference the coffered ceiling at the flagship. A new staircase to the mezzanine leads to private rooms for important jewel shopping. It all makes for an stunningly lavish and alluring display, but unless you work in the neighborhood, why come all the way down to Wall Street just to shop at Tiffany's when the great big original is right at 57th and Fifth? At the very least, it may be worth it to venture south just to avoid the slack-jawed tourists who regularly throng the flagship's main floor, or you may simply prefer a smaller setting and edited selection. At any rate, both the retail and real estate worlds will be watching very closely to see if Tiffany as well as Hermès can make a luxury shopping enclave out of Wall Street.
Tiffany & Co.  37 Wall Street, Financial District


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