For a luxury brand like Tiffany, a key aspect of success in the Chinese market is giving consumers a deeper connection to the history of the brand. Tiffany wanted to celebrate their 175th anniversary by sharing their most precious jewelry with China. The challenge: was there a way shoppers could try on these necklaces (ranging in value from $1 million to $5 million) without actually touching them?

At the center of the Tiffany Diamond Pavilion in Shanghai, designed by 2 x 4, Patten Studio created the Tiffany Magic Mirror to let shoppers try on six iconic pieces. As a visitor approached one of the displays, the necklace on display would levitate and appear to rest on the visitor’s neck. One could then take a picture and post it to social media.

The Magic Mirrors made luxury jewelry accessible. We digitally augmented a physical space for people to try on Tiffany’s most expensive jewelry and share their experiences.