How Do You Reimagine an Icon? Tiffany & Co. Has an Answer

Honouring the past while looking to the future.

It’s a phrase that many brands have repeated but few have truly executed. To do so requires a delicate touch; a sleight of hand. To not give into the obvious but, rather, the unexpected and the surprising. And that’s exactly what Tiffany & Co. has done with its reimagined boutique in Toronto.

To put it in jewellery terms, the renovated Tiffany & Co. is the crown jewel of Yorkdale Shopping Centre. Spanning 8,000 square feet, the new location is an experience; a destination of luxury and sparkle that immerses guests in the House’s latest design concept. Visitors will, of course, find The Tiffany Icons such as HardWear by Tiffany, T by Tiffany, Lock by Tiffany and Knot by Tiffany. But they’ll also be able to feed on deliciously decadent high jewellery pieces, a Jean Schlumberger gallery, Elsa Peretti designs, engagement rings, watches and so much more.

“This location signals that Tiffany loves Canada more than ever and Canada loves Tiffany more than ever,” says Anthony Ledru, president and CEO of Tiffany & Co., the morning of the opening. “It’s my first time here in the store and there’s a feel-good factor. It’s very much alive. It bridges the gap between being modern and honouring the past, which is the ultimate promise of Tiffany’s.” A promise that Ledru has been fulfilling since his appointment in 2021.

Over the last three years, Tiffany & Co. has entered a new era. As the president outlined to WWD in 2022, the goal for the House has been to reclaim Tiffany & Co. as the leader of democratic luxury. First came the expansion of its many jewellery pillars (Blue Book). Next, the more macro plan to apply ample star power (Hello, Beyoncé). And now we’re seeing the re-envisioning of Tiffany & Co. retail locations, the first of which was the New York City flagship, christened The Tiffany Landmark. Needless to say, it’s been a huge success, reaffirming Tiffany’s cultural significance in the 2020s. Throughout it all, Ledru has kept the same mantra: What would Charles Lewis Tiffany do?

“Nothing we do at Tiffany’s is purely new,” he explains. “There’s always a root in the archives. We’re trying to bring a balance between heritage, modernity and a twist of localization. It’s a delicate alchemy that’s not easy.” But it’s one they have most certainly achieved.

When you discover the re-imagined Yorkdale boutique, gasps are the only acceptable response. Designed by renowned architect firm SANAA, the facade features 32,000 (yes, you read that right!) glass bricks framed in polished aluminum panels. The effect is instantaneous. It’s overwhelmingly beautiful, downright magical and glistens like Elsa’s ice palace. So it’s very appropriate that this gem-like storefront was inspired by “diamonds in the rough.”

Once you’re done being dazzled by the exterior, head inside to be greeted by The Tiffany Icons including HardWear by Tiffany, T by Tiffany, Lock by Tiffany and Knot by Tiffany. Illuminating the centre display is a spectacular maple leaf-inspired light sculpture by architect Hugh Dutton. Then further into the store, you’ll also see another nod to the Canadian emblem with a display of cement fronds (inspired by legendary Tiffany window designer, Gene Moore) which holds select Tiffany & Co. jewellery pieces.

But really, the entire interior is essentially an art gallery. Not only does the literal layout of the location pay homage to Toronto’s historic architecture, there is a ton of artwork peppered throughout like Tiffany Incredible by Damien Hirst and Repro: Musée d’Orsay (Rochefort’s Escape, after Manet) by Vik Muniz.

And when you’re not looking at the diamonds or the art displays, we suggest looking to the ceiling. There you will find a custom Apollo chandelier created by Aggio which hangs from a gold-leaf dome. Plus, if you get a glimpse of the orchid room — reserved for VIP clients — a $1 million original Tiffany lamp is waiting to be discovered.

“You will never see another store like this in Canada — or even in the world,” Ledru proudly declares. “We brought a world-class architect into a mall! That doesn’t happen too often. Just take a look at the other stores around us. They’re ready-to-wear. We’re couture.”

And just like the very best of couture, the re-imagined Tiffany & Co. Yorkdale location comes to life in the details. It’s certainly sparkly (though no one expected this level of shine), luxurious and feels as though it’s been dunked in the bubbliest of champagne. But every inch of the 8,000 square feet feels intentional. Each design is deliberate. And as a whole, the entire space feels like a love letter to Tiffany & Co., that preserves the past but looks to the future.

“We believe that if we want to remain the most relevant brand for the next 20, 50, 100 years, we really need to balance our heritage with modernity,” he repeats. “And it’s very easy to claim that. To do it, you have to have storytelling at every stage. Of course, the pieces have to be beautiful and the craft and quality have to be there. But the mission of Tiffany is to bring joy and love. When you enter Tiffany and you leave, you have to be happier than when you arrived.” Consider that accomplished.