OMA’s Ellen van Loon and Giulio Margheri have created a conceptual temporary store for the luxury jewelry brand Tiffany & Co. on Avenue Montaigne in Paris with a highly immersive “adaptive design” and a shifting ambiance that will “transform throughout the year to reflect the character of the collections it will host, bringing together the brand’s latest designs with items from its 185-year collection.”
Located in the 8th arrondissement of Paris, the shop’s mesmeric design and year-long opening reflect the rich history and character of the Tiffany displays.
Through careful curation of spaces, the OMA designers unfold a sequence of rooms with different ambiences starting with the blue rotunda space that showcases all highlights from Tiffany’s jewelry archive, presented not only through digital screens but also exhibited physically.
The centerpiece of the opulent interior is a rotunda where highlights from Tiffany’s jewelry archive are exhibited physically and via digital screens.
Inside the powder room, Tiffany & Co. showcases the current collection, while high jewelry appointments take place in an intimate room at the rear, which also features Tiffany’s French Crown Jewels catalog from 1887.
The octagonal room showcases the current Tiffany collection, while appointments are hosted in an intimate space in the rear where the retailer’s 1887 French Crown Jewels catalog is featured.
Custom furniture promotes exploration alongside antique Tiffany lamps that infuse the store with an early 20th-century sensibility.
Furthermore, gradient blue carpeting flows through the interior for an immersive homage to the brand’s signature hue.
“Custom furniture invites visitors to leisurely wander and try on the jewelry on display, antique Tiffany-designed lamps evoke Louis Comfort Tiffany’s designs from the early 1900s and a continuous, gradient blue carpet adds to the immersive shopping experience,” states OMA.
The pop-up jewelry emporium is open to visitors now through May 2023.
Project: Tiffany Temporary Store Paris
Architects: The Office for Metropolitan Architecture (OMA)
Lead Architect: Ellen van Loon
Project Architect: Giulio Margheri
Design Team: Jacopo Bellina, Sebastian Bernardy, Miguel Herreras San José, Mateusz Kiercz, Philippe Le Quellec, and Mingda Zhang
Client: Tiffany & Co.
Photographers: Benoit Florençon