After more than three years of renovation, the reopening of the historic Tiffany & Co store on Fifth Avenue in New York is in the spotlight this Wednesday (26.04). Actress Gal Gadot caught the eye this morning when she appeared at the event.

Anthony Ledru, President and CEO of Tiffany & Co., Alexandre Arnault, Executive Vice President of Tiffany & Co., and the actress cut the ribbon together to open the boutique.

In addition to the actress, other personalities are already in town to honor the brand’s relaunch: Canadian singer and songwriter Henry Lau, actress Anne Curtis and Anna Wintour, fashion icon and director of content for Vogue. America were also present.

It won’t just be a jewelry store, but a “cultural phenomenon showcasing incredible architecture, as well as cutting-edge art and design,” said Anthony Ledru, president and CEO of Tiffany.

The store has been transformed into a 10,000 square meter cornucopia of art and design. Millions of visitors are expected in the coming months. “The address was one of New York’s top five attractions, such as the Statue of Liberty and the Empire State Building. We would like to return to this ranking soon,” Tiffany executive vice president of products and communications Alexandre Arnault told Vogue Business. “We call it [um] marco because, for us, it’s more than a flagship.

Jimin, a South Korean singer and dancer who is a member of the BTS phenomenon, who is a brand ambassador, was seen arriving in the city and caught the attention of fans on social media.

Brazilian artists can also perform at the long-awaited event, such as Anitta, Bruna Marquezine, Camila Queiroz who are already in New York. Check out other celebrities who attended the reopening:

Learn more about the first major renovation since the store opened in 1940

No one will be lost or confused when the store reopens on April 28: the facade has been preserved. Inside, the transformation is total. Art is present in all its forms, including paintings, sculptures, videos, NFTs and installations that have been acquired by Tiffany over the past two years. There are around 40 works, including pieces by Jean-Michel Basquiat (the “Equals Pi” work, which featured in Tiffany’s 2021 “About Love” campaign, starring Jay-Z and Beyoncé, is among the times strong), Damien Hirst, Julian Schnabel, Daniel Arsham, as well as NFTs by Urs Fischer (inspired by Jean Schlumberger’s “Bird on a Rock” pin) and Tom Sachs (depicting a rocket in Tiffany blue). Audrey Hepburn’s Little Black Dress from Breakfast at Tiffany’s and photos of Hepburn are on the 5th floor, and an 8th-floor terrace features a Lalanne apple sculpture, a nod to the Big Apple.

“It will be unique. It’s a reason to visit beyond seeing Tiffany products – it’s about experiencing a cultural moment through the brand and experiencing what it has to offer,” says Arnault, Bernard’s 30-year-old son. Arnault, Chairman and CEO of LVMH, owner of Tiffany. . .

The ground floor has arched windows transformed into video walls displaying scenes of the Manhattan skyline and Central Park using LED technology. “There is digital, video, etc., but our sales people are physical. It’s not ChatGPT that’s driving in-store sales,” says Arnault.

He adds that one challenge was to create a cozy and intimate atmosphere in such a large space: “The ceiling on the ground floor is 7.5 meters high and there are 1,000 square meters of usable area without pillars, so it’s very impressive. We have created many private spaces even on the ground floor, with panels behind which you can sit at consultation tables. Its very important. Each floor has private lounges and the engagement floor has four private lounges.

Arnault is behind Tiffany’s high-profile collaborations, such as Supreme with Nike. The Fifth Avenue store will provide a nice touch for future Tiffany collaborations. “I love collaborations, as you know,” he says. “At Tiffany, unlike many brands in the LVMH group, we don’t have fashion shows and new collections that hit stores every month. To engage customers on a more regular basis than the engagement ring, we’ve found collaboration to be an effective way to be part of the discussion on an ongoing basis, rather than the normal jewelry cycle that in today’s world , seems a bit far.”