Tiffany opens on Paris's Rive Gauche in Bon Marché

By

Godfrey Deeny

Published
Nov 23, 2021

Tiffany has opened its first Rive Gauche boutique in Paris, within Bon Marché, the storied department store controlled by the jeweler’s owner LVMH.

The American jeweler’s new boutique is located on the ground floor of the famous department store, situated in the tony neighborhood of Saint Germain.
 
The opening comes amid a radical repositioning of the brand, from a reliable supplier of chic silver jewelry and dependable engagement and wedding rings to a more artistically driven brand following its acquisition last year by luxury giant LVMH.

During this visual overhaul under the new management of Michael Burke and Alexandre Arnault, Tiffany has controversially added ambassadors such as Beyoncé, Jay-Z and K-pop star Rose of Blackpink, as well as initiating a collab with streetwear label Supreme.

 
With the new 86-square-meter store, the design plays with variations of Tiffany blue – seen in centerpieces, and two screens for private client area.
 
Created with curvilinear walls of pearly plaster juxtaposed with the New York azure, with interior installations that blend Haussmannian architecture, the Eiffel Tower and Manhattan skyscrapers.  A serene setting enhanced by the brushed and geometric gold display cases.
 
A series of radiant diamonds and the brand's iconic collections, including Tiffany T1 and Tiffany City HardWear, are at the forefront of the new boutique. In the center, a dazzling diamond sculpture in etched glass, by Hugh Dutton, evoking the iconic cut of round brilliant-cut diamonds from Tiffany & Co.

While the refinement and whimsy of the "Bird on the Rock" brooch by French designer Jean Schlumberger are also spotlighted.
 
And, what the house terms the “poetry of the Parisian and New York landscapes,” is highlighted in digitally animated display cases that allow guests to virtually try the Bird on a Rock, before sharing the images on social networks.
 
Tiffany’s Bon Marché Rive Gauche store is its seventh store in France.