“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. 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. 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.”
The first two floors of the addition are stacked into a clear box for exhibition and event. The double-height, column-free space opens to a wide terrace where one can look down Fifth Avenue to Central Park. A straight glass façade enclosure offers panoramic views of the surrounding neighborhood.
In contrast, the upper floor is encased by a slumped glass façade. The innovative façade system is a new development in glass manufacturing combining the distinct advantages of both curved and flat glass. The resulting façade simultaneously provides high transparency and privacy; structural integrity and softness; urban presence and human-scale texture.
The resulting rooftop volume extends the vertical continuity of the existing structure in form, establishing a gentle transition from the historic building to an element of newness at the top. It resolves the ideas of practicality and preciousness formally and programmatically to generate a renewed icon for the Landmark.
“The reopening of the iconic Fifth Avenue Landmark is a major milestone for our House. Symbolic of a new era, our reimagined flagship store is not only a cultural hub at the epicenter of New York City, it also sets a new bar for luxury retail on a global scale.”
The Landmark core and shell renovation and new, top-volume addition are designed by OMA New York, led by Partner Shohei Shigematsu and Associate Jake Forster.
Tiffany & Co. Landmark Renovation and New Addition by OMA. Photograph by floto+warner.
Tiffany & Co. Landmark Renovation and New Addition by OMA. Photograph by floto+warner.
Project description by OMA
Tiffany & Co. is a New York icon and retail enterprise providing luxury goods ranging from stationery and everyday objects to fine jewelry. A history of innovation and devotion to timeless beauty and pragmatism underlines how the specialty design house shaped and re-shaped the local and global retail landscape.
Tiffany’s flagship occupied 727 Fifth Avenue for over 80 years, establishing itself as a quintessential New York fixture. Ironically, one’s experience or association with the flagship is often limited to the building’s most famed, film-location ground floor. The renovation reimagines the flagship with a spectrum of interventions, from reprogramming to preservation and new spatial expressions.
727 Fifth Avenue presented 10 stories entirely dedicated to retail, at a scale that is not dissimilar to the typical urban department store. While a department store is inherently diverse, with a wide variety of brands in shop-in-shops, here, a single brand occupies the multi-story building. How could the renovation break the potential monotony of shopping all Tiffany products?
How can the potential of scale be maximized to provide a diverse experience? Can the visitor be fully engaged through the entire building? How should a heritage brand in a historic building communicate a cohesive narrative? Can the center of activity gravity be shifted or distributed vertically?
Tiffany & Co. Landmark Renovation and New Addition by OMA. Photograph by floto+warner.
The transformation begins with the reorganization and rezoning of retail programs for a more fluid circulation through the ground level and up all ten floors. A more efficient infrastructure is established by moving and consolidating the core in alignment with the main revolving door entry and adding an elevator lobby that clarifies access to upper levels. The addition of a dedicated exhibition, event, and clientele space on the roof of the original building is conceived as a new dimension to Tiffany’s retail ecosystem—a space to broadcast an evolving brand identity and host new initiatives.
The architecture is generated by an attitude towards luxury that’s persisted through Tiffany’s evolution—a balance of aesthetic and practical sensibilities as a means of innovation, here, we resolve both characteristics programmatically and formally. A clear box stacks two floors, exhibition and event, within, making a unified form with the potential for two programs to work together or independently. The straight, vision glass façade offers panoramic views out and sets back from the edge of the existing building envelope to make a wraparound terrace overlooking the city and Central Park.
Tiffany & Co. Landmark Renovation and New Addition by OMA. Photograph by floto+warner.
Above, the client floor extends out and over the terrace and is encased by a slumped glass façade. Unlike traditional curved glass which typically consists of two pieces of glass that are offset shapes of one another, the façade combines flat and slumped glass to leverage the two different qualities and distinct advantages. The slumped glass is structurally favorable and requires less vertical support while creating a mirrored effect that provides privacy from the exterior. The flat low-e glass optimizes energy performance while minimizing reflections from the interior to preserve transparency for views out onto the city.
Resembling a soft curtain, the façade is an antidote to the severe glass buildings that tower over the Landmark that contributes a different texture to the sober form of the existing limestone building and glass box addition. The new jewelry box (or “blue box” when lit at night in Tiffany Blue) floating above the original structure is a symbolic start to a renewed identity of the flagship and the brand.
