OMA has completed its transformation of Tiffany & Co.’s 5th Avenue flagship in New York City. The updated store now features a three-story rooftop addition designed by OMA and interiors by Peter Marino.
The project marks the first significant renovation of the store since its opening in 1940. Now known as ‘The Landmark,’ the store “invites visitors to discover the history and range of Tiffany & Co. goods in a redefined flagship environment of displays and shared experiences,” according to OMA.
The interior of the existing limestone building sees a central core reorganized to create a clear elevator lobby and improved visitor flow. Atop the building, a new three-story volume houses a dedicated gallery, exhibition, and event space.
The first two floors of the volume are stacked into a clear box for exhibitions and events, with a double-height, column-free space opening to a wide terrace. While the bottom two floors contain a straight glass facade to offer panoramic views of the city, the upper floor is encased in a slumped glass facade to merge transparency and privacy.
“The Landmark is a ten-story building dedicated entirely to a single brand, which challenged us to rethink the experience of Tiffany & Co.’s wide range of precious jewelry as well as its diverse programs,” OMA partner Shohei Shigematsu explained. “The first floor is a beloved, timeless destination and the iconic cornerstone of New York’s Fifth Avenue, and we provided an improved infrastructure to extend that identity and cosmopolitan energy up the building. Anchoring the rich vertical experience is a new gathering space that mirrors the dynamism of the ground level, recessed from the building edge to offer a wraparound terrace.”
“An additional volume floats above the event space, wrapped in a glass 'curtain' that adds a touch of softness to the harsh curtain walls of neighboring towers,” Shigematsu added. “The result is a translucent vitrine to signal new flagship activities — a contemporary bookend to the historic building and symbolic launch of a renewed brand.”
News of the scheme’s completion comes one week after OMA and Circlewood developed an adaptable modular timber system to build schools in Amsterdam. Last month, meanwhile, the firm explored the creative process behind stone objects at Milan Design Week.
6 Comments
Whelmed. OMA NY has none of the chutzpah of OMA Rotterdam.
I'm quite a bit over your whelmed. Yes it's not Rotterdam but this is a subtle and beautiful project. Nice job not-Rem! You too, Pete!
Are we only seeing exterior photos because the interior isn't newsworthy?
Interiors by Peter Marino https://newyorkyimby.com/2023/05/yimby-tours-the-landmark-tiffany-co-s-renovated-flagship-store-at-727-fifth-avenue-in-midtown-manhattan.html
Marino's redesign of the ground floor interior is done in really questionable taste. I fully understand why OMA doesn't mention it.
Maybe they secretly involved REX ? (..intended humor!)
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