The Holly Golightlys of the world can rejoice as Tiffany & Co decorated areas of New York City this week with the brand’s signature blue hue to promote a new Audrey Hepburn-inspired jewelry line.
People flocked to the seven participating locations across Manhattan to get their picture in front of blue taxis, bodegas and paper flowers that promoted the lavish jewelry store.
The launch is Chief Artistic Officer Reed Krakoff’s first jewelry collection for the brand, and he said it was inspired by ‘the juxtaposition of wearing a floor length gown and a tiara while holding a paper bag with coffee and a pastry,’ as seen with Audrey Hepburn in Breakfast at Tiffany’s.
Taxi, please! Tiffany & Co launched a new promotion this week for an Audrey Hepburn-inspired jewelry collection
Tiffany blue: To celebrate the new collection, the brand created seven locations across New York City that featured the signature blue hue
Jewel tones: The week-long promotion ends Friday. The company created the different spaces to advertise a new jewelry line
Effortless beauty: Chief Artistic Officer Reed Krakoff’s helped design the new jewelry line. He said he was inspired by the juxtaposition of Audrey in a floor length gown while drinking a coffee
The idea behind the jewelry line is that ‘luxury doesn’t have to be formal,’ Krakoff told Vogue.
He felt that Audrey Hepburn exuded an effortless beauty, which he wanted customers to experience when they wore jewelry from the new line.
For those looking to get an Instagramable picture to match that of Holly Golightly, there are coffee carts serving complimentary croissants and coffee in Tiffany Blue cups.
The areas are also decorated with blue and white paper flowers as well as signage to draw in the crowds.
So slide the tiara into your hair, grab a pair of oversized sunglasses and head over to one of the seven locations, all of which can be located on this Google Map.
All of the locations will be gone by May 5 to end the week of promotions.
Tiffany & Co has stepped up its promotions this past year to drive traffic back into its Fifth Avenue flagship store in New York City.
The jewelry store channeled everyone’s love for Breakfast at Tiffany’s by opening up a café for shoppers to have a fabulous bite to eat just feet away from some of the priciest diamonds money can buy.
The Blue Box Café opened in November 2017 and has been booked solid since with fans lining up down the block for an opportunity to dine in the Tiffany Blue establishment.
Delicious: The luxury brand was offering complimentary coffee and croissants just like what Audrey is seen sipping on during the famous Breakfast at Tiffany’s scene
Beautiful: The company created a large quantity of blue and white flowers for the promotion
Picture perfect! People flocked to the seven locations all weeks so they could get a Holly Golightly-inspired photo
Stunning: Tiffany & Co has stepped up its promotions this past year to bring business back into the store
Everything from the walls to the chairs to the plates have been splashed with the pretty blue hue to entice diners.
The first-ever Blue Box Café is on the fourth floor of the store, with windows overlooking Central Park.
Krakoff, who joined the brand last February, designed the space, which features robin’s egg blue walls, including one luxe all-marble wall with flecks of blue.
The booths and chairs are all done up in the color, as are the plates and salt and pepper shakers.
Only the tables are not in blue but made with engraved zinc, which vice president creative director Richard Moore told Vanity Fair are meant to be scratched and worn-in.
Set in the walls, too, are displays, set up like the small windows facing the street and filled with Tiffany jewelry and home goods.
The one thing we got: Tiffany & Co has opened up a restaurant at its Fifth Avenue flagship store in New York City
Truly one-of-a-kind! The Blue Box Café is the first restaurant of its kind
What a gem: The tables are set with Tiffany silverware and plates dipped in a Tiffany blue gloss
That signature hue! All the walls are blue, including a marble one with blue flecks
The café is ‘yet another reason to visit our new fourth floor, and we hope it will draw customers up to experience the artfully composed home of Tiffany’s new luxury home and accessories collection of elevated everyday objects,’ Moore added.
‘Design of the space began from the idea of immersion in Tiffany — not only the feeling of being inside a blue box, but surrounded by Tiffany hospitality,’ he went on.
Any fans looking to recreate Audrey Hepburn’s breakfast might be disappointed to learn that there are no Danishes on the menu, the pastry she eats in the film. There are, however, croissants, which can be ordered as part of a prix fix breakfast.
According to a menu printed by Eater, breakfast will set patrons back $29 and includes coffee or tea, a croissant, and a choice of bagel with lox, avocado toast, truffle eggs, and a buttermilk waffle.
Lunch, which is $39, comes with a choice of starter and entree, the later of which includes flatbread, salad, and salmon. The Tiffany Tea, for $49, includes finger sandwiches and sweets.
Putting his touch on it! Chief Artistic Officer Reed Krakoff, who joined the brand in February, designed the space
Dreams come true: Fans of the beloved 1961 film Breakfast at Tiffany’s can now actually eat there