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Tiffany & Co. introduces new Paper Flowers collection – and paints New York City in Tiffany blue

Tiffany & Co. introduces new Paper Flowers collection – and paints New York City in Tiffany blue

Reed Krakoff’s first jewellery collection for Tiffany & Co. makes the familiar feel new again.
Tiffany & Co. has unveiled chief artistic officer Reed Krakoff’s first jewellery collection, Tiffany Paper Flowers. The collection is comprised of high and fine jewellery, and reflects a perfect balance of refined femininity and industrial modernity. The collection name and design were inspired by the idea of flower petals, cut from paper and delicately pinned together. Constructed and engineered with a platinum pin at its center, this organic, floral motif is reimagined through a modern and graphic lens.

“Paper Flowers is about stripping away all of the rules associated with fine jewellery,” said Krakoff. “Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”

Naturalism is at the heart of this collection as seen throughout Tiffany’s rich history – the vibrant colour of the iris inspired the purple of tanzanite, while yellow diamonds echo the vivid hue of fireflies. Artfully crafted in highly polished platinum and set with brilliant diamonds, this expansive collection also highlights Tiffany’s unparalleled craftsmanship.

Exemplifying the superior quality and exquisite design heritage, a high jewellery diamond bib necklace features over 68 carats with a mix of pear-shaped and round brilliant diamonds. Each asymmetrical petal is connected to the next with effortless ease, showcasing the ingenious construction and attention to detail.

The collection ranges from pendants and earrings to bracelets and rings, and will be available in select stores and on Tiffany.com from May 1, and rolled out globally throughout 2018.

Looking for that something blue? 5.3.18. #TiffanyBlue

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Tiffany & Co. Paints New York City Tiffany Blue®
Tiffany gives its hometown a jolt of unexpected joy with pop-up installations in its iconic colour for the launch of Tiffany Paper Flowers™ and the debut of its spring campaign

Diamonds…Platinum…Surprise Performances…But First: Coffee.

To celebrate the launch of the new Tiffany Paper Flowers™ jewellery collection and the upcoming “Believe In Dreams” campaign, the brand brings a jolt of energy to New York City streets with Tiffany Blue® coffee carts, serving complimentary special brews and croissants beginning on May 1. Taxis will transform from signature yellow to robin’s egg blue, with BMX bikers and skateboarders staging freestyle tricks. Bodegas will have buckets of paper flowers, and some subway stations will even receive a Tiffany Blue® treatment and dispense limited-edition Tiffany & Co. MetroCards. The famous Atlas clock at the Fifth Avenue flagship store will transform into a digital screen with behind-the-scenes footage and vignettes from the campaign film.

The official @tiffanyandco Instagram account will vanish on April 28 in preparation for the launch, and the posts on other social channels will appear in black and white. In the days leading up to the “Believe In Dreams” launch, they will come to new life with bold hues and a full look at the new campaign. Fans from around the world can join on May 3 and view in real-time on Tiffany & Co. Facebook Live, beginning at 9:00PM EDT, including a special live performance at the Fifth Avenue Flagship store.

Visit Google Maps to view all activation locations.

 

Tony Richardson

Tony is the founder & managing director of Duty Free Hunter.

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