New blue heaven
A dazzling stamp on temp Tiffany’s
Holly Golightly’s favorite breakfast spot is no longer hawking pricey baubles.
Tiffany & Co.’s Fifth Avenue store — depicted in the 1961 film “Breakfast at Tiffany’s” starring Audrey Hepburn — was closed for renovations on Monday for the first time in its 70-year history.
For the next two years, fans of the jeweler will have to head half a block east to a Tiffany’s temporary flagship store on 57th Street between Fifth and Madison avenues. The 6 E. 57th St. location — dubbed the Tiffany Flagship Next Door — allows the venerable jeweler to shed its stuffy image with more modern touches, including a digital floor-to-ceiling display with moving arrows in its signature robin’s-egg blue color, sources said.
“This is a laboratory to try new things,” Reed Krakoff, chief artistic officer, told The Post, adding that the retailer has a “calendar of activities,” including exhibitions with retail partners and entertainment. “This space is so open and lends itself to activities.”
Among the gimmicks Tiffany’s is trying in the new space on Monday is a rack of complimentary Tiffanybranded postcards next to a blue mailbox for tourists to write cards that Tiffany will then mail. On the f irst day, visitors were making full use of the jeweler’s postcard giveaways.
The temporary flagship means Tiffany’s has downsized from 10 floors to four — all connected with bold blue escalators in the middle of the store, which had previously housed a NikeTown.
The company declined to provide details about the renovation, which by some reports will cost Tiffany’s $250 million. The 182-year-old retailer agreed to be bought in November by luxury conglomerate LVMH, owner of Louis Vuitton and Christian Dior.