Tiffany & Co.’s Taikoo Li Sanlitun flagship in Beijing pairs MVRDV architecture, luminous blue exterior surfaces and contemporary art with its jewellery collections.
A flagship store must now do more than display merchandise. In Beijing’s Taikoo Li Sanlitun district, Tiffany & Co. has created a destination where architecture and art form part of the encounter with its jewellery.
The new building was designed by MVRDV, with a luminous blue exterior that refers to the house’s identity without copying the architecture of an older boutique. It is intended to be seen as part of the street as well as experienced indoors.
A familiar colour at urban scale
The facade translates Tiffany Blue through light, form and material. The company describes the use of recycled and locally manufactured components in the exterior.
These choices give the project a distinct contemporary appearance. A building with this level of public visibility also becomes part of a neighbourhood’s visual identity, whether or not a passer-by enters the store.
Art among the jewellery
Works of contemporary art and references to Tiffany’s history form a route through the interior. The aim is to give visitors a sense of the house’s craftsmanship in a setting broader than the display case.
High-value purchases often take place during travel, when the surrounding experience matters alongside the product. The store offers a reason to make a longer appointment instead of approaching jewellery as a quick retail transaction.
Beijing as a collector destination
Taikoo Li Sanlitun already attracts visitors for design, restaurants and international brands. Tiffany’s architecture adds another stop for travellers whose interests move between jewellery, art and contemporary buildings.
The flagship opening is a property and design story as much as a product story. Individual collection availability and private appointment arrangements should still be confirmed directly with the boutique.
Source
Tiffany & Co. / LVMH