It includes the famous yellow diamond worn by LadyGaga:
"Vision & Virtuosity" details the company's 180-year history, including an homage to "Breakfast at Tiffany's" and the famous yellow diamond worn by Lady Gaga.Author:Fawnia Soo HooUpdated:Sep 23, 2019Original:Sep 23, 2019At the first-ever Tiffany & Co.
"People know the name and people associate Tiffany & Co. with the most beautiful diamonds in the world, but not much more than that," he continued. "There was a lot of curiosity: 'You are a New York brand. How old are you? When was the brand founded? What is the history? What are the values?' This is why we decided to have it here in Shanghai."
Visitors enter through a hall of mirrors of sorts to reach the first destination, "Blue is the Color of Dreams," dedicated to colored gemstones: sapphires, aquamarines, Montana sapphires and tanzanites, which the brand discovered and introduced to the market, and of course, blue diamonds. This room also features work by a local contemporary artist, Ran JiWei, whose mural highlights scroll-inspired diamond bracelets.
Chapter three explains the history of The Tiffany Blue Book, which has been featuring one-of-a-kind, handcrafted jewelry designs since its launch in 1845 as America's first mail-order catalog. The original booklets are displayed next to signature pieces, including works by Jean Schlumberger and Elsa Peretti, spanning nearly two centuries.
This segment also connects the brand's cinematic history with contemporary Chinese art and culture. Sculptor Li Xiaofeng, who's also worked with Louis Vuitton and Lacoste, reinterprets Holly Golightly's little black dress with his celebrated broken porcelain technique using shards from the Song Dynasty.
"Tiffany was founded in New York and New York, well, is the world. You have all kinds of cultures, of languages, of people. It's the melting pot," said the CEO. In the midst of a U.S./China trade war and political tension, art and culture can be a form of soft diplomacy. Plus, Western luxury heritage brands have been finding success in resonating with younger Chinese luxury consumers through art and culture exhibitions.
Although, due to the trade war and decline in Chinese tourism to the U.S., Tiffany & Co.'s American sales to Chinese tourists fell by more than 25% last quarter, not helped exchange rates. But, the Chinese government is also encouraging citizens to shop domestically, so Tiffany's larger footprint, both physical and digital, will hopefully help offset the decline.
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