Tiffany & Co. creates immersive installation at Old Selfridges Hotel

Tiffany & Co. is set to open an immersive installation coined Fifth and 57th at the Old Selfridges Hotel on Friday (3 July).

The new Tiffany & Co. boutique at Selfridges Oxford Street (image:
The new Tiffany & Co. boutique at Selfridges Oxford Street (image:

The installation is designed to celebrate the opening of Tiffany & Co.'s new boutique within Selfridges' Oxford Street store in London, and it operates as a recreation of the New York-based jewellery brand's world. 

People can expect an immersive experience where they enter the installation through the doors of a subway car, and then take a walk down Fifth Avenue.

The famous street is complete with buildings that are constructed of hundreds of boxes and light projections designed to recreate Manhattan’s iconic skyline.

The installation will also feature Charlie’s, a bar which will serve New York-inspired cocktails and host live music performances; meanwhile a vendor’s cart will sell coffee and pretzels from the sidewalk. 

The installation will be available for viewing at the Old Selfridges Hotel on Orchard Street in London until 12 July.

Tiffany & Co.’s new boutique is situated within Selfridges' The Wonder Room on the ground floor, and it is complete with a ceiling light sculpture by artist Tomas Saraceno.

More: Selfridges' former head of events launches creative agency

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