Tiffany & Co. opens its first ever eatery - the Blue Box Café

By Laura Mullan
Breakfast at Tiffany’s used to be an idea reserved for the movies - but not anymore. In its most recent attempt to attract customers, luxury jeweller...

Breakfast at Tiffany’s used to be an idea reserved for the movies - but not anymore.

In its most recent attempt to attract customers, luxury jeweller Tiffany & Co. has revealed that it is to open the Blue Box Café, the first of its kind, at its Fifth Avenue flagship store.

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Doused in the company’s iconic hue, the café's walls, upholstered chairs, fine bone china and delicate trinkets will all be featured in Tiffany & Co.’s notorious duck-egg blue.

Seemingly targetting a younger demographic, the café is named after Tiffany & Co.’s infamous blue jewellery boxes that are synonymous with the brand.  

“Both the café and redesign of the Home & Accessories floor reflect a modern luxury experience,” said Reed Krakoff, the chief artistic officer at Tiffany & Co.

“The space is experimental and experiential – a window into the new Tiffany.”

Featuring a set menu - US$29 for breakfast and US$49 for tea - the jewellery giant will now offer customers the chance to have breakfast at Tiffany’s, just like the 1960’s movie classic.

The first-ever retail concept will serve “American classics made with the highest quality, regionally sourced ingredients” and the menu will rotate with the seasons.

Some breakfast offerings will include avocado toast, truffled eggs and smoked salmon bagels.

Following several years of weak sales, Tiffany is hoping to refresh the company’s brand by offering customers an exclusive in-store experience.

Like many industry leaders in the restaurant market, Tiffany & Co hopes to utilise the power of social media with its Instagram-friendly design.

By seducing customers with Instagram bait, Tiffany & Co. hopes to promote greater foot traffic and in-store sales in its jewellery and retail departments.

The restaurant will open in Tiffany & Co's Home and Accessories floor on Friday 10 November.

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