TIFFANY YELLOW
ROLE
Concept Development, Design, Creative Direction, Oversee Production Globally
AWARDS
Brand Strategy - Windowswear Awards 2022
It all started with an Instagram post...
LOS ANGELES YELLOW
In-Store Pop Up - 2021
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 travelled 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 a Tiffany Yellow pop-up. In partnership with our regional teams, we adapted these to 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 vs. Reality
Tiffany Diamond Experience Room
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 Room
BLACKPINK'S Rosé, Global Brand Ambassador
Sales goal: $6M
Total sales: $8.2M
PRESS:
WWD - Tiffany & Co. Parlays Viral April Fool’s Joke Into Quirky Retail Experience
FORBES - Yellow Is The New Blue As Tiffany & Co Debuts New Color Scheme Under LVMH
National Jeweler - Tiffany & Co. Embraces April Fool’s Joke
World Red Eye - Tiffany & Co. presents “Yellow is the New Blue” at Miami Design District
WWD - Tiffany Takes Tiffany Diamond to Brazil