To celebrate Paper Flowers, the first jewelry collection under new chief artistic officer Reed Krakoff, Tiffany & Co is color-dipping a variety of New York City icons in its well-recognized “robin’s-egg blue“.
For both fans and unsuspecting city dwellers, Krakoff hopes this campaign will offer a sense of “unexpected discovery and joy”.
Between May 1-4 passersby walking along Prince Street up to Seventh Avenue will be able to glimpse the paper flowers that have been hand-crafted by Tiffany’s creative team, or see one of the many yellow cabs now dipped in the iconic shade. While this takes care of spaces at street-level, Krakoff also made sure to lighten-up the commute for anyone travelling on the subway by immersing select staircases and MetroCards in the uplifting color.
Krakoff told Vogue that when creating the concept of the city-wide installation, he was inspired by what Audrey Hepburn’s character embodied in Breakfast at Tiffany’s: “The juxtaposition of wearing a floor length gown and a tiara while holding a paper bag with coffee and a pastry,” he said. “The idea that luxury doesn’t have to be formal.”
To make it easier for anyone eager to seek out the colorful makeovers, Tiffany has provided a custom Google map that points to the precise locations.
This is not the first time the newly-appointed creative has made headlines with his innovative engagement strategy. In November 2017, Krakoff opened the very first Tiffany café, located on the fourth floor of its Fifth Avenue flagship. Dedicated entirely to the cult Tiffany blue as well, it enables customers to experience the brand in a whole new way; completely engrossing them in the Tiffany lifestyle.
With retail stores increasingly struggling to persuade shoppers to visit their stores, the experiential approach ensures that Tiffany is fully in control of the customer experience. By leveraging the iconic shade of blue that has been adorning the packaging and marketing materials from its inception, Tiffany ensures that customers will instantly draw the connection between the color and the unique heritage of its brand.
UPDATE: As part of the launch, the brand also debuted a short film starring its campaign spokesperson, actress Elle Fanning, to the soundtrack of a remixed version of ‘Moon River’. The short shows Fanning walking and dancing the streets of New York, paying homage to Audrey Hepburn’s famous scene in Breakfast at Tiffany’s where the character sings the now iconic track.
The 2018 version receives a rap interlude by A$AP Ferg and sees Fanning donning a hoodie while showcasing Tiffany & Co. jewellery, a creative direction that is undoubtedly aiming to give the brand a fresher look while presenting it to a younger audience. The remixed track can now also be found separately in Spotify.