TIFFANY & CO. - MASTERPIECES

Conceptualization:

20%

Implementation:

80%

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House of Suntory Tour -
Miami Swim Week

Tiffany & Co. - Masterpieces

Client:

Tiffany & Co.

Industry:

Luxury

Type:

Launch, Corporate

Location:

Los Angeles

KPI:

Most successful event to-date in night-of sales

InStyle extensive coverage of the immersive experience

CHALLENGES

To celebrate the unveiling of an 18-month renovation project, GRADIENT produced the reopening of Tiffany & Co’s Beverly Hill flagship store and introduced the 2016 Masterpieces jewelry collection. Why rush guests and customers into the venue before they’ve had time to admire the venue? Instead, GRADIENT transformed the store into the backdrop for a show that celebrated the empowerment women feel when adorned with Tiffany & Co’s stunning creations.

STRATEGY

Through projection mapping, the facade of the new flagship store was transformed into a spectacle of shooting stars and cut-diamonds, which became the stage for a scripted dance performance, followed by the final surprise: Ariana Grande taking the stage and performing for the star-studded audience. Only at the end of the energizing performance were guests invited to proceed into the new store to discover the collection.