TIFFANY YELLOW

  It all started with an Instagram post...

When Tiffany & Co’s April Fool’s joke of announcing yellow as the new brand color went viral, the idea of turning this joke into an experience quickly came to life. A month and a half later, the Tiffany Yellow pop up was live in Los Angeles.

The brand’s store in Beverly Hills was transformed into a completely yellow space, with custom packaging to match. One of the main highlights was the presence of the Tiffany Diamond, which was featured in a separate room with floor-to-ceiling visuals developed by Steven Sebring:

Given the pop up's success, the concept is now traveling globally through 2022. In preparation for this global rollout, I developed a directive with a "kit" of key design elements that should always be present in the pop up. In partnership with our regional teams, we've adapted these to work in each country and corresponding venues. Sharing a few of these design elements below: 

Tiffany Diamond Experience

All black interior and an intimate viewing experience

Neon sign to mark the room's entrance

Product Display Vehicles

Designs inspired by a rotating yellow box

Pedestal Vitrines

Show Windows & Wall Vitrines

Yellow Diamond Café  

Custom menu offerings per location

MIAMI YELLOW

In-Store Pop Up - 2021

For Miami Art Basel, yellow took over and the Tiffany store in the Design District was completely transformed. The exterior facade treatment was inspired by the facets of a yellow diamond, which extended to the tree in front of the store as well. The interiors received a yellow monochrome treatment, featuring an all-yellow gold product assortment on the fist floor and an all-yellow diamonds assortment on the second floor. 

Left: Store facade. Right: Staircase to second floor.

Bar rendering

Sales goal: $5M

Total sales: $7M

KOREA YELLOW

Offsite Pop Up - 2022

On this occasion, the yellow concept took over the Songeun Art Space in Seoul, with the building facade lit up in yellow to mark the occasion on opening night. Inside, the space featured a yellow café, products displays with pedestal and wall vitrines inspired by a rotating yellow box, yellow consultation suites, and the Tiffany Diamond experience. 

Left: Exterior facade. Right: Staircase leading to the pop up space.

Tiffany Diamond Experience

Sales goal: $6M

Total sales: $8.2M