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Creative in association withGear Seven
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Sid Lee's 'Tiffany T Train' Brings Uptown Glamour & Downtown Chic to Chelsea

18/11/2014
Advertising Agency
Montreal, Canada
73
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Experiential installation rolls into town with debut 'Tiffany T' collection

On November 7 and 8, world premier jeweler Tiffany & Co. invited the public to visit the Tiffany T Train, an immersive experiential installation. Bridging uptown glamour with downtown chic, the full-scale T Train housed in the Dia:Chelsea Gallery presented the debut Tiffany T collection from the company's Design Director Francesca Amfitheatrof... and in the process, garnered a great deal of attention.

A symbol of modernity and strength, the Tiffany T collection represents an icon for a new era. Embodying the uniquely New York freedom that beats at Tiffany's heart, the exhibition paid homage to the nearby Highline. Limited quantities of the T Square Bracelet were available for sale as was custom engraving on-site by one of Tiffany's master engravers.

"The Tiffany T Train was conceived as a breathtaking experience for visitors that would have them talking about the brand for some time to come," said Daniel Chandler, Co-Executive Creative Director for the New York office of global creative agency Sid Lee, which partnered with Tiffany to create the installation.


Inspired to create an artistic, immersive experience that would truly engage their customers, Sid Lee sought to maximize the trend of high culture. The agency's unique multi-disciplinary approaches are well-known for delivering transformative projects, and in this case, they knew that modern Tiffany customers are equally at home in the grand stores uptown as well as in the boutiques of Soho.

Working alongside a team from Fake Love, which helped manage the fabrication, Sid Lee's team enthusiastically persevered in designing the T Train and the overall experience alongside leaders from Tiffany. "From Tiffany, we have learned that having a great brand that's steeped in tradition isn't just about protecting your past, it's about knowing how to be bold, to innovate and stay relevant," added Chandler.


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