The facade of the iconic Fifth Avenue store with the famous Atlas clock
On the occasion of the launch of the Believe in Dreams campaign (starring Elle Faning) and the debut of its Paper Flowers collection, Tiffany & Co. has painted New York with its iconic color, recognizable across the globe.
Also, no more having breakfast in front of the shop window: Tiffany Blue coffee carts will serve croissants and hot drinks for free to those who wish to emulate Holly Golighly in Breakfast at Tiffany's.
Some metro stations will dispense limited edition tickets
But that is just a brushstroke, never better said, because the firm has not skimped on spring initiatives and activities.
Stunt bikers and skateboarders will demonstrate their talent in the streets, the typical food stalls will be filled with buckets with paper flowers and some subway stations will be painted blue and dispense limited-edition Tiffany & Co. MetroCards tickets.
Do not look for yellow taxis either: they have been dyed turquoise blue. And if you want to check the time, on the famous Atlas clock on the front of the store you can also see scenes from the shooting of the campaign video.
Acrobatic skaters and cyclists dressed in the mythical Tiffany Blue
At 9:00 p.m. yesterday, New York time, passers-by were able to enjoy a live show at the firm's flagship on Fifth Avenue.
Elle Fanning, Zendaya, Michelle Williams, Kendall Jenner, Naomi Campbell, Hailey Baldwin and Doutzen Kroes, among others, they did not want to miss the party.
Emulate Audrey Hepburn in Breakfast at Tiffany's by having breakfast at street stalls themed for the occasion
The Believe in Dreams campaign video, directed by Francis Lawrence (The Hunger Games), It begins with a black and white Elle Fanning making a nod to the mythical scene starring Audrey Hepburn in 1961.
Then color floods the streets of the Big Apple accompanied by a version of Moon River performed by rapper A$AP Ferg.
The nominee for two Grammy Awards, Ryan Heffington, choreographed the dance scenes, including Elle Fanning and dancer Maddie Ziegler.
"We wanted to give a new approach to the campaign, juxtapose something visually extraordinary with a song that is a nostalgic nod to the past combined with something completely unexpected and of the moment," said Reed Krakoff, artistic director of Tiffany & Co.
Don't lose track of Tiffany blue thanks to this Map.
Elle Fanning is the modern muse of this campaign, dancing in a world of Tiffany Blue.