Sarah wowed our judges with her Tiffany & Co. Shop-in-Shop design.
Q. Why did you design it this way?
A. The iconic brand is synonymous with American glamour and elegance, and clearly recognised by the turquoise gift box of the ‘Tiffany Blue’. The design was created to reflect this stylish and timeless beauty, with the considered colour palette and finishes giving a luscious, inviting atmosphere. Flooring here aims to be playful, as a large paint ‘splodge’ spilling out around the store’s frame. This spread of paint drops gives a visual queue to customers, allowing them to follow a trail to the store. The store is designed to give a full ‘360’ customer experience, allowing browsing and engagement from all four walls of the external structure, and on entry inside the store, giving a personal interaction with the sales staff and product, giving value for money through the expertise and individual customer contact delivered.
Q. Who is it targeted at?
A. Tiffany&Co.’s key demographic is typically females aged 28-54. Supplying the ‘dream’ luxury gift of the blue Tiffany box encasing diamond engagement rings, luxurious necklaces and sparkling precious earrings.
Q. What type of stores would it go in? How long would it stay in-store?
A. Due to the quality and expense of Tiffany&Co. the desired location for the shop is to be placed within luxury department stores, like Selfridges&Co. and Harrods, London who are famed for selling the fine accessories of premium brands. Designed to be visible and stand out in store when surrounded by other quality jewellery brands. The design is intended to be a permanent fixture in store so is made from durable materials, yet contains adaptable components to suit different brand advertisement campaigns. In addition to this, the stainless steel frame is made in corner sections, so can be easily placed in and removed from a store as necessary.