London – Tiffany & Co has joined forces with experimental retailer Dover Street Market to return the jeweller’s retired designs to the market, in the Out of Retirement collection.
The collection comprises 18 individual pieces, eight of which are jewellery items, and 10 are gift items. Each piece is an elaboration of a classic design from the archives of Tiffany & Co, and the collection’s launch is deliberately aimed at the festive season when jewellery purchases increase.
The jewellery designs stem from Tiffany’s Blue Book collections from the 1970s, and range from 18ct gold rings to earrings inspired by cufflinks. The gift items range from money clips to hip flasks.
Dover Street Market is the perfect place for a brand to deviate from its usual offer, according to Francesca Amfitheatrof, design director at Tiffany, who said in a statement: ‘[Dover Street Market] is a place where creativity stands out and brands can do projects they wouldn’t normally do. It allows people to dream without creative limits.’
This is a compelling way for Tiffany & Co to delve into its past while keeping one eye on its legacy. For more on how brands must think about their futures, read our macrotrend The Immortal Brand.