In celebration of its Paper Flowers jewelry collection, Tiffany & Co. is painting New York City in its trademark Tiffany Blue color. NYC streets will see Tiffany Blue coffee carts, serving complimentary special brews and croissants. The city's famous yellow taxis will also get a color upgrade as envisioned by Tiffany's creative director Reed Krakoff.
Additionally, there will be bikers and skateboarders staging freestyle tricks; bodegas will have buckets of paper flowers; and some subway stations will even dispense limited-edition Tiffany & Co. MetroCards. The famous Atlas clock at the Fifth Avenue flagship store will transform into a digital screen with behind-the-scenes footage and vignettes from the campaign film.
Reed tells Vogue that the brand's takeover is inspired by Audrey Hepburn's effortless beauty from the film Breakfast at Tiffany's. It’s “the juxtaposition of wearing a floor-length gown and a tiara while holding a paper bag with coffee and a pastry. The idea that luxury doesn’t have to be formal.”
The surprise Tiffany Blue treatment around Manhattan will be a short-lived stint. All of the locations will turn back to its usual hues by tomorrow (May 4), and will be highlighted by a special performance at the flagship store to be announced on social media.