The Selfridges x Tiffany & Co. ‘Fifth & 57th’ exhibition is yet another example of luxury brands seducing existing and prospective customers with immersive bricks and mortar experiences. This delightful experience takes place in the Old Selfridges Hotel, an annexe behind Selfridges where you’ll ascend a couple of flights of stairs and find yourself seeemingly slap bang in the cross fire of Fifth Avenue and 57th Street, New York. It’s a digital installation, with fast-moving video footage of New York accompanied by very realistic street sounds that instantly transport you to the drama and chaos of Manhattan.
Why? It’s all to celebrate the newly expanded Tiffany concession in the Selfridges flagship store. But doing it this way, you get a different, more sensorial experience that is nothing to do with shopping. Well, it is, but subliminally. Which is, of course, the point. Walk along the ‘street’ surrounded by ‘buildings’ made of hundreds of stacked boxes and stop at the pretzel and coffee carts for a free snack. Then wander into the Tiffany ‘store’ where you can watch a master engraver at work. (Buy something from the Tiffany store on the ground floor, and you can have it hand engraved free of charge). There’s also a screening area to learn about the history of Tiffany timepieces (it’s pretty great – who knew the idea of the ‘New York minute’ came from New Yorkers setting their watches to the time on the Tiffany clock?) – and then… a rather fabulous secret bar.
As ever with these extravagant branded exhibitions (think the recent Philippe Patek, the Chanel Little Black Jacket, the Vuitton Series 2 Past, Present Future in L.A and Rome), it’s about subtly seducing visitors with brand codes. The craft, the history, the seemingly insignificant details that are not as insignificant as they appear. But in order to do that, the execution has to be immaculate. It’s beautifully done here, so do pop up if you’re in the area.
And of course, if you feel like it, you can buy a souvenir from the store. Tiffany has produced a Tiffany T cut-out cuff and ring in sterling silver with black ceramic exclusively for Selfridges to coincide with the installation.
If you’re not familiar with Very Exclusive, let me enlighten you. It’s a new e-commerce site that’s positioned at a contemporary price point, selling fashion and beauty brands including Carven, Joseph, Equipment and By Terry. The buy is a good mix of work-appropriate classics and more fun, fashion-forward pieces. But here’s the interesting bit: it has a unique ‘take three’ service that lets you pay in three installments, interest-free.
I’ve been watching the site grow since its launch early this year. I like the side-by-side fashion and beauty mix and am a little bit obsessed with the Maria Black jewellery. In fact, the accessory buy is great if you like to update with smaller, entry-point treats as they become even more affordable when you split the cost over three months.
But better than that is… the Very Exclusive sale! I’m a strategic sale shopper so I’ve been rooting through for Equipment shirts and everyday jewellery, but there are lots of colourful, playful pieces in the mix as well (hello Red Valentino collar). If you like Marc By Marc Jacobs, now is the time to snap it up before it gets ‘folded’ into the Marc Jacobs line (there’s a ton to choose from), but the Peter Jensen sweats, Carven bags and Joseph separates are also well worth snapping up. P.S. there’s up to 60% off now too.
Here’s some shopping inspiration to get you started…
WORDS: Navaz Batliwalla/Disneyrollergirl
*THIS POST IS PRODUCED IN PARTNERSHIP WITH VERY EXCLUSIVE*
Contemporary fine jewellery is undergoing something of a metamorphosis. Chanel’s Coco Crush line of 18 karat gold bangles and rings recently launched at Net-a-Porter (Chanel’s first foray into e-commerce), Delfina Delettrez has opened in Mount Street, while Repossi and Dauphin are currently the coolest jewellers in Place Vendôme. (more…)