Tiffany & Co. Undergoes Dramatic Makeover After Group Of Artists Redesign Iconic Shop Windows

The famous jewellery store has teamed up with five contemporary artists to change the face of the brand.

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Tiffany and Co. | ELLE UK
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There's not an Audrey Hepburn fan out there who hasn't wanted to step out of a yellow New York City cab, wearing a string of pearls, black elbow gloves and a Dior cocktail dress, before dipping a buttery pastry into a freshly-brewed coffee, while gazing into the shop windows of Tiffany & Co. at sunrise.

That being said, there's been many a night out which has ended in me – cheese dippers in hand –– serenading the bouncer standing in the window of McDonalds with 'Moonriver' in an attempt to get a free Big Mac, so really, it's just the designer dress that's missing, right?

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However, rather than a window filled with diamond bracelets and 18 carat gold rings, the famous American jewelry brand's storefronts will now be filled with installations from five emerging contemporary artists.

Ahead of the Whitney Museum's 2017 Biennial opening this week, the art institution's newly-appointed artistic director, Reed Krakoff, announced the company's renowned craftsmen have collaborated with five of the event's most talked-about artists to design special edition window displays to adorn the 5th Avenue shop.

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Krakow explained his vision for celebrating both the brand's tradition and future to WWD, saying: 'It's been a genuine part of the brand philosophy. The idea of supporting artists who were not already established is something we felt strongly about, as a way of bringing attention to artists other than the usual artists that are promoted at these kinds of events.

'To shine a light on the next generation of artists,' he added.

The Biennial's co-curators, Mia Locks and Christopher Y. Lew, chose the select group of artists to create the displays, which vary in design from an etched pendant necklace and a drawing etched into sterling silver.

Artist Raúl de Nieves, the brain behind the etched silver illustration, said of the opportunity: 'It was all about trusting everyone — myself, and them trusting me. With a place like this, you have ideas and you talk about them, and that's the initial way of creating.'

It sounds like the perfect way to celebrate the tradition and future of the design world.

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