Tiffany & Co. will open two new concept stores at the Rockefeller Center and Grand Central Terminal in New York City, both key city landmarks and tourist destinations. The small-size boutique stores offer a fresh perspective on the brand and will be the only New York locations beyond its Fifth Avenue, Wall Street and SoHo stores, Tiffany’s said.

While the Rockefeller Center location will be approximately 800 square feet, the Grand Central will spread over 1,200 square feet. Both will open in November.

The unique, intimate retail environment of these concept stores will house a curated selection of jewellery and its new Home & Accessories collection, the brand stated.

Philippe Galtie, senior vice president, said, “Tiffany & Co. has long been a destination for visitors from around the world. With new concept stores at two iconic New York City landmarks, we’re embracing the spirit of gifting this holiday season and beyond.” 

The interiors of each store echo this year’s holiday flagship store windows and campaign, which are reinterpretations of Gene Moore’s legendary windows (Moore was Tiffany’s vice president of window display from 1955 to 1994). The stores will feature articulated wooden drawing figures in playful scenarios, pegboard towers and shipping crate displays showcasing Tiffany designs, including Tiffany T, Tiffany HardWear, Return to Tiffany® as well as elevated Everyday Objects and leather goods.

The concept stores will open for approximately 12–months.