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蒂芙尼作為紐約頗具標(biāo)志性的零售品牌，提供從日常用品、文具到高級(jí)珠寶的各類(lèi)奢侈用品。不斷創(chuàng)新的品牌歷史及對(duì)永恒之美和實(shí)用主義的執(zhí)著，突顯了這家專業(yè)設(shè)計(jì)品牌對(duì)當(dāng)?shù)丶叭蛄闶鄹窬值乃茉炫c重新詮釋。

Photography by floto+warner

Photography by floto+warner

蒂凡尼的旗艦店坐落在紐約第五大道727號(hào)逾80年，已將自身塑造成為紐約的一處地標(biāo)。然而，人們對(duì)這家旗艦店的體驗(yàn)或印象始終局限于電影的取景地，即建筑久負(fù)盛名的首層空間。通過(guò)一系列創(chuàng)新干預(yù)，更新項(xiàng)目對(duì)這座旗艦店進(jìn)行了重新構(gòu)想，涵蓋了重新布局、保護(hù)及全新的空間表達(dá)。

Photography by floto+warner

Photography by floto+warner

第五大道727號(hào)擁有10層的零售空間，規(guī)模無(wú)異于一家典型的都市百貨商場(chǎng)。在本質(zhì)上百貨商場(chǎng)是綜合多元的，擁有豐富的品牌種類(lèi)，然而這座建筑的多層空間均為同一家品牌所占據(jù)。如何通過(guò)更新，打破徜徉所有蒂凡尼產(chǎn)品中潛存的單調(diào)感？

Photography by floto+warner

如何最大化地發(fā)揮空間規(guī)模的潛力，打造多樣化的體驗(yàn)？訪客能否充分參與到整座建筑中？如何讓一個(gè)悠久的品牌在歷史建筑中得以傳承？活動(dòng)的中心能否被轉(zhuǎn)移或豎向分布？

Photography by floto+warner

改造首先對(duì)零售項(xiàng)目進(jìn)行重新布局和分區(qū)，以確保實(shí)現(xiàn)從地面層到上方10層空間更流暢的動(dòng)線。設(shè)計(jì)通過(guò)移動(dòng)及合并，將核心空間與主入口的旋轉(zhuǎn)門(mén)對(duì)齊，新增電梯廳的清晰界定出通往上方樓層的通道，從而構(gòu)建出更高效的基礎(chǔ)設(shè)施。屋頂增加的展覽、活動(dòng)和客戶專屬空間，被認(rèn)為是蒂凡尼零售生態(tài)系統(tǒng)拓展的全新維度，也是傳播不斷演變的品牌辨識(shí)度的空間和新活動(dòng)的舉辦場(chǎng)地。

Photography by floto+warner

Photography by floto+warner

建筑根植于蒂凡尼在演變過(guò)程中對(duì)奢侈品的堅(jiān)守態(tài)度，將審美和實(shí)用情感的平衡作為創(chuàng)新的手法。在這里，設(shè)計(jì)團(tuán)隊(duì)以項(xiàng)目布局和正式手法并行的方式處理這兩大重點(diǎn)。堆砌了兩層樓的透明盒子內(nèi)部用于舉辦展覽和活動(dòng)，這兩種活動(dòng)可相互組合或獨(dú)立開(kāi)展。豎立的視覺(jué)玻璃幕墻提供了一覽無(wú)余的全景視野，這部分體量從建筑圍護(hù)結(jié)構(gòu)邊緣向后退界，形成了可以俯瞰城市和中央公園的環(huán)繞式露臺(tái)。

Photography by floto+warner

上方，客戶樓層延伸至露臺(tái)上方，以傾斜的玻璃幕墻所圍合。傳統(tǒng)的曲面玻璃通常以兩塊玻璃板偏移而成，這一外立面結(jié)合使用了平面玻璃和凹面玻璃，充分利用了兩種材質(zhì)不同的質(zhì)感及優(yōu)勢(shì)。凹面玻璃在結(jié)構(gòu)上更具優(yōu)勢(shì)，在呈現(xiàn)鏡面效果的同時(shí)具有較好的隱私性，需要的垂直支撐也較少。平面的低輻射玻璃優(yōu)化了能效，同時(shí)最大化降低了來(lái)自內(nèi)部的反射，有助于保持城市景觀視野的通透性。

Photography by floto+warner

立面仿若柔軟的窗簾，緩和了聳立于地標(biāo)建筑上方的玻璃體量的冰冷感，在原建筑理性十足的石灰石材質(zhì)和新玻璃體之外呈現(xiàn)了不同的紋理質(zhì)感。這一全新的珠寶盒（夜間以蒂凡尼藍(lán)色點(diǎn)亮，也可稱為藍(lán)色盒子），標(biāo)志著旗艦店和品牌全新標(biāo)識(shí)的新歷程。

Photography by floto+warner

Photography: Cassie Floto-Warner

Tiffany & Co. is a New York icon and retail enterprise providing luxury goods ranging from stationery and everyday objects to fine jewelry. A history of innovation and devotion to timeless beauty and pragmatism, underlines how the specialty design house shaped and re-shaped local and global retail landscape.

Photography by floto+warner

Tiffany's flagship occupied 727 Fifth Avenue for over 80-years, establishing itself as a quintessential New York fixture. Ironically, one's experience or association of the flagship is often limited to the building's most famed, film-location ground floor. The renovation reimagines the flagship with a spectrum of interventions, from reprogramming to preservation and new spatial expressions.

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727 Fifth Avenue presented 10-stories entirely dedicated to retail, at a scale that not dissimilar to the typical urban department store. While a department store is inherently diverse, with a wide variety of brands in shop-in-shops, here, a single brand occupies the multi-story building. How could the renovation break the potential monotony of shopping all Tiffany products?

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? OMA

How can the potential of scale be maximized to provide a diverse experience? Can the visitor be fully engaged through the entire building? How should a heritage brand in a historic building communicate a cohesive narrative? Can the center of activity gravity be shifted or distributed vertically?

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? OMA

The transformation begins with the reorganization and rezoning of retail programs for a more fluid circulation through the ground level and up all ten floors. A more efficient infrastructure is established by moving and consolidating the core in alignment with the main revolving door entry and adding an elevator lobby that clarifies access to upper levels. The addition of a dedicated exhibition, event, and clientele space on the roof of the original building is conceived as a new dimension to Tiffany's retail ecosystem—a space to broadcast an evolving brand identity and host new initiatives.

Photography by floto+warner

The architecture is generated by an attitude towards luxury that's persisted through Tiffany's evolution—balance of aesthetic and practical sensibilities as a means of innovation, here, we resolve both characteristics programmatically and formally. A clear box stacks two floors, exhibition and event, within, making a unified form with potential for two programs to work together or independently. The straight, vision glass fa?ade offers panoramic views out and sets back from the edge of the existing building envelope to make a wraparound terrace overlooking the city and Central Park.

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Above, the client floor extends out and over the terrace and is encased by a slumped glass fa?ade. Unlike traditional curved glass which typically consists of two pieces of glass that are offset shapes of one another, the fa?ade combines flat and slumped glass to leverage the two different qualities and distinct advantages. The slumped glass is structurally favorable and requires less vertical support while creating a mirrored effect that provides privacy from the exterior. The flat low-e glass optimizes energy performance while minimizing reflections from the interior to preserve transparency for views out onto the city.

Photography by floto+warner

Resembling a soft curtain, the fa?ade is an antidote to the severe glass buildings that tower over the Landmark that contributes a different texture to the sober form of the existing limestone building and glass box addition. The new jewelry box (or "blue box" when lit at night in Tiffany Blue) floating above the original structure is a symbolic start to a renewed identity of the flagship and the brand.

? OMA

OMA New York

Partner: Shohei Shigematsu

Associate: Jake Forster

Project Architect: Caroline Corbett, Ninoslav Krgovic

Team: Marie-Claude Fares, Richard Nelson-Chow, Tommaso Bernabo Silorata, Clement Mathieu, Kevin Larson, Leone Di Robilant, Adam Vosburgh, Anahita Tabrizi, Avo Keuyalian, Jackie Woon Bae, Henrik Gjerstad, Cameron Fullmer, Ge Zhou, Patricio Fernandez Ivanschitz, Timothy Cheng, Mark Jongman- Sereno, Shary Tawil

Interior Architect (GF–F10):?Peter Marino

Executive Architect:?CallisonRTKL

Structure:?WSP

MEP:?WSP

Fa?ade Consultant:?Heintges Consulting Architects & Engineers P.C

Fa?ade Manufacturer:?Seele (glass by Sunglass)

Lighting:?Tillotson

AV:?Theater Projects

Acoustics:?Cerami Associates / Henderson Engineers

Graphics, Signage, Wayfinding:?2x4

Vertical Transportation:?Edgett Williams Consulting Group

IT/Data/Security:?Tiffany Co (In-house)

Sustainability:?Paladino & Co.

Client Rep/Project Managers/Costing:?MACE Group

General Contractor:?Structuretone

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