Luxury retailer makes first venture into foodservice
Tiffany & Co. has opened its first retail dining concept, The Blue Box Café, at its flagship New York City store, the company said last week.
The restaurant opened on Nov. 8, decorated in the trademark robin’s egg blue of the Tiffany gift box. It offers customers a chance to recreate their own version of Audrey Hepburn’s movie character Holly Golightly and have “Breakfast at Tiffany’s.” Wait times were reported to be several hours long.
The Blue Box Café shares fourth-floor Fifth Avenue space with the Tiffany’s renovated home and accessories collection, baby boutique, vintage books and fragrance laboratory.
“Both the café and redesign of the ‘Home & Accessories’ floor reflect a modern luxury experience,” said Reed Krakoff, Tiffany chief artistic officer, in a statement. “The space is experimental and experiential — a window into the new Tiffany.”
The iconic Tiffany Blue is infused throughout the interior of the restaurant, covering the walls, chair slipcovers, banquettes and serviceware.
The Blue Box Café serves a set-price breakfast at $29, lunch at $39 and afternoon tea service at $49. Menu items range from berries and croissants to avocado toast, truffled eggs and finger sandwiches. A cake shaped and decorated like a Tiffany box is available for $36.
The company has acknowledged that The Blue Box Café is a lure to draw customers. Richard Moore, Tiffany vice president creative director, told Vanity Fair that it is “yet another reason to visit our new fourth floor, and we hope it will draw customers up to experience the artfully composed home of Tiffany’s new luxury home and accessories collection of elevated everyday objects.”
The new home accessories line includes a $1,000 “tin can” and a $9,000 “ball of yarn,” which have made rounds on social media.
Tiffany is selling a can for $1,000.
— Jennifer Wright (@JenAshleyWright) November 7, 2017
In other news, I now understand why people stormed the Bastille.https://t.co/Gq3pNxjySJ
The Blue Box Café operates during Tiffany store hours, which are 10 a.m. to 7 p.m., Monday through Saturday, and noon to 6 p.m. on Sunday.
Tiffany, founded in 1837, has more than 300 retail stores in 20 countries.
Contact Ron Ruggless at [email protected]
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