‘Vision & Virtuosity’: Telling the Story of Tiffany & Co.

The story of Tiffany & Co. is getting retold in a new way and for a new consumer. The jeweler already has an unusually rich narrative, especially for an American brand. It starts when Charles Lewis Tiffany founded the company in 1837 and extends to the brand’s numerous innovations — its famous robin-blue boxes, the Blue Book catalogue, the Tiffany Setting that introduced the modern engagement ring — and is carried on through Audrey Hepburn’s star turn in “Breakfast at Tiffany’s.” Now the company is looking to build in China and is reframing its long history, drawing out the key elements of the brand and presenting them in “Vision & Virtuosity,” an exhibition at the Fosun Foundation in Shanghai that starts its seven-week run on Sept. 23. The result is a fresh look at the brand, stripped down to its essence so Tiffany’s core values can be introduced to Millennials, particularly in China, who know the name, the movie and the setting, but not necessarily the context that gives the brand its depth. Chief executive officer Alessandro Bogliolo told WWD in an exclusive interview: “It is really our mission to evolve our brand. It’s a matter of being relevant in the cultural conversation, as

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2XYOyuM