London – The Style Studio, in Covent Garden, is a new concept store from jeweller Tiffany & Co that marks a departure from the brand’s traditional luxury retail proposition.
Featuring a fragrance vending machine and on-the-spot jewellery engraving and leather embossing, the store is encouraging a more playful way of interacting with the brand. The interiors are also a far cry from the typical luxury jeweller, with neon signs and walls printed with T logos and the brand’s trademark blue. Employees also have a new dress code – rather than wearing formal uniforms, they are encouraged to dress casually and can even wear sneakers.
The new store is the next step in the brand’s aim to re-imagine luxury for the younger generation. In May, Tiffany & Co created a song in partnership with Spotify to promote its latest collection, which featured 20-year-old actress Elle Fanning and an original rap by A$AP Ferg.