Pewter tabletops with exposed hardware complement color-blocked Tiffany china at Tiffany & Co.'s Blue Box Cafe..
Tiffany & Co. is making a glamorous entrance into the restaurant business with the launch of the Blue Box Cafe, an onsite eatery at the luxury jeweler's flagship store on Manhattan's Fifth Avenue—meaning, it's finally possible for customers to have, yes, breakfast at Tiffany's. In retrospect, given the iconic status of the 1961 Audrey Hepburn film—and the exalted status of the company's little blue gift boxes—it's hard to imagine why it took so long. Is there an easier way to make Tiffany & Co. shoppers feel special than to tuck them into a Tiffany-blue box?
Warm and fuzzy feelings aside, the Blue Box Cafe, which offiically openened its doors on Nov 10th, represents the company's latest attempt to boost sagging sales by attracting a younger demographic—namely, millenials—to a store founded in the 19th Century, and which counts a $2000 biggy bank and $275 letter opener amongst its gems. The cafe's location, on the store's 4th floor, is part of a broader modernizing of the brand that coincides with the launch of the company's Everyday Objects home and accessories line—a collection of mundane items given the Tiffany treatment—think bone china 'paper cup' and sterling silver 'tin can'—and strategically aimed at younger, well-heeled shoppers.
It's not an exaggeration to say that no luxury brand in the world has more successfuly made a single color—Tiffany Blue®—the essence of its visual identify.
These are superflous factoids to design buffs, of course, who remain, as ever, laser-focused on the restaurant's interior design—one which Reed Krakoff, Tiffany's creative lead, defines as “...experimental and experiential – a window into the new Tiffany.”
Tiffany's recently launched Everyday Objects is an accessories collection aimed at millenials.
Unsurprisingly, the Blue Box Cafe exploits the company's trandemarked Tiffany Blue® to the hilt. The restaurant walls, banquettes, chairs, and even place settings, are generously swathed in the instantly identifiable hue, and why not? It's not an exaggeration to say that no luxury brand in the world has more successfully made a single color the essence of its visual identity.
Complementing the sea of blue is a combination of tasteful industrial elements (gleaming pewter tables with exposed hardware) that pay homage to the company's hand applied workmanship, and decadent materials (herringbone marble, amazonite stone) that serve as firm reminders that dining at Tiffany's remains, above all, a luxurious undertaking
Signature Tiffany blue and silvery finishes define the Blue Box Cafe's interior color scheme.
The Blue Box Café menu is, according to the company's official statement, "a refined take on signature New York dishes, reinvented to be uniquely Tiffany," and featuring "American classics made with the highest quality, regionally sourced ingredients...which will change and evolve through the seasons."
Movie fans will want to note that Holly Golightly will be given her due, thanks to a coffee-and-pastry concoction (with a side of truffled eggs or smoked salmon bagel), being served up prettily for $29.
“...experimental and experiential – a window into the new Tiffany.”
Robin's egg blue—Tiffany Blue—and a view of Central Par defines the newly opened Blue Box Cafe at theTiffany & Co. flagship store on New York City's Fifth Avenue.