Tiffany & Co Style Studio

The jewellery giant has launched an interactive concept store in Covent Garden, London, which is designed to encourage creative interaction and self-expression, in a wide and super-sleek space. Dubbed Style Studio, this is a more accessible introduction to the brand for younger consumers.

The jewellery that Tiffany's is known for is here, but it concedes a considerable amount of floor space with a wide range of more everyday products at cheaper price points, from candles and plant pots to stationery.

Shoppers are also invited to personalise their jewellery with a #MakeItTiffany bar: alongside a standard engraving service, customers can sketch their own designs and have them etched onto their purchases to make them truly unique and special.

And the most striking demonstration of Tiffany's courting of younger customers is perhaps the vending machine, from which customers can get fragrances.

A major campaign was launched earlier this year starring Gen Z actress Elle Fanning, from which the video is displayed on a wall at the back.

13 James Street -Covent Garden

London, WC2E 8BT, United Kingdom

Tiffany & Co Style Studio in pictures

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