After more than a year of renovations, Tiffany (Tiffany & Co.) has unveiled its refreshed flagship store in Chengdu’s Taikoo Li.
This upgraded store is Tiffany’s first flagship store in the Chinese Mainland. It is the largest and only three-story Tiffany store in the region, and it features the only Tiffany Watch Salon currently available in the Chinese Mainland.
Tiffany Chengdu Taikoo Li Flagship Store
In the Luxe.CO “Luxury Jewelry & Watch Brands in China Power Ranking” for the first half of 2024, Tiffany ranked at the top of the list. High-profile flagship stores, especially large-scale ones, are the most direct and important reflection of a luxury brand’s vitality and strength. In 2024, Tiffany completed renovations and opened seven stores across the Chinese Mainland.
Tiffany’s Global President and CEO, Anthony Ledru, stated in an exclusive interview with Luxe.CO, “China has always been one of Tiffany’s primary growth markets. Expanding and enhancing Tiffany’s retail network in China and globally remains a top priority for the brand.”
The reopening of Tiffany’s largest store in the Chinese Mainland reflects the brand’s determination and ambition to deepen its presence in this market. This flagship store also offers a deeper understanding of how a top-tier luxury brand creates a “palatial” brand experience.
From New York to Chengdu, a Blend of Classic and Local Elements
Spanning over 180 years, Tiffany’s enduring allure lies in its ability to create “palaces” that embody the brand’s history, aesthetics, craftsmanship, and passion.
Since its founding, Tiffany has prioritized designing and constructing its flagship stores. Charles Lewis Tiffany, the brand’s founder, recognized the importance of store architecture in building and spreading the brand’s image, sparing no expense to create spaces that immerse customers in a refined, dazzling, and aspirational lifestyle.
In 1940, Tiffany moved to its permanent address on New York’s Fifth Avenue, now famously known as The Landmark. Over the past 80 years, this store has served as a “palace” welcoming “pilgrims” from around the world. After its extensive renovation and reopening in 2023, it has become a global benchmark for Tiffany’s store upgrades.
Tiffany’s New York Fifth Avenue Landmark Flagship Store (The Landmark)
The newly reopened Chengdu Taikoo Li flagship store has now become one of Tiffany’s most significant retail landmarks in the Chinese Mainland.
While maintaining its signature flagship store style, Tiffany has also deeply explored local Chinese and Chengdu culture, incorporating creative content from well-known design studios and artists to bring unique design details into the store. These efforts aim to establish a deeper emotional connection with local consumers.
Design elements paying homage to Chengdu are found throughout the store. Upon entering the first floor, visitors will see the “Starry Ceiling,” a hand-painted masterpiece by an artist inspired by New York’s Grand Central Station and incorporating phoenix motifs from Chinese mythology. A striking chandelier, resembling an art piece, captures attention with its design inspired by the magnolia flower, a plant commonly found in Chengdu and a classic motif in Tiffany’s archival designs.
On the second floor, Tiffany blends the magnolia from its historical archives with the magnolia native to Chengdu, creating floral-themed decorative patterns throughout the room, including magnolia curtains, glass panels, and carpets.
On the third floor, the private dining space features custom wallpaper depicting scenic views of Chengdu’s People’s Park, creating an immersive local atmosphere. Sculptural art pieces scattered throughout evoke the elegance of a traditional Chinese bamboo garden. The design playfully reflects one of Chengdu’s most iconic symbols in the children’s boutique area: the giant panda. The boutique features a Panda Chair by the Brazilian design duo Campana Brothers.
Tiffany & Co. Chengdu Taikoo Li Flagship Store
Step into Tiffany’s Multidimensional World
Known as the “King of Diamonds,” Tiffany’s Chengdu Taikoo Li flagship store embodies the brand’s passion and expertise in diamonds, from its architectural exterior to its intricate design details.
The store’s striking “diamond” façade simulates the refraction and iridescence of light through glass, creating a dazzling effect. Inside, a chandelier made of 88 diamonds radiates brilliance and spans three floors around the main staircase. These features were designed by Hugh Dutton Architecture, the same firm responsible for the diamond-shaped skylight chandelier at Tiffany’s Fifth Avenue flagship store in New York.
Tiffany Chengdu Taikoo Li Flagship Store Facade
To welcome the New Year, Tiffany’s exclusive Watch Salon—the only one in the Chinese Mainland—located on the second floor, unveiled a limited-edition Tiffany Airways mechanical clock explicitly designed for the Chinese market. Only 20 pieces of this clock are available. The clock features red numerals for the hours and minutes, symbolizing good fortune and prosperity for the Lunar New Year.
Additionally, in January 2025, Tiffany will make its debut at the 6th LVMH Watch Week, further demonstrating its commitment to the high-end watchmaking sector.
China-exclusive Tiffany Airways mechanical clock
The third floor of the Chengdu Taikoo Li flagship is dedicated to lifestyle offerings and a VIP lounge area. This space includes private lounges and an exclusive dining room, showcasing home collections, leather accessories, and items from Tiffany’s baby and children’s line.
This layout not only creates an intimate and comfortable shopping experience but also caters to luxury consumers’ growing demand for diversified product offerings. In fact, Tiffany has been promoting fine home accessories through its iconic Blue Book catalog since 1845. The lifestyle space within the store offers consumers a window into Tiffany’s rich brand heritage and extensive product portfolio.
Tiffany Chengdu Taikoo Li flagship store lifestyle and VIP lounge area
In this Tiffany “palace,” visitors can also admire items from the brand’s antique archives, as well as works and bespoke creations by over ten artists, offering a firsthand experience of Tiffany’s profound artistic expertise and timeless elegance.
Accelerating Offline Retail Expansion in the Chinese Mainland with Chengdu as the Southwest Hub
In 2024, Tiffany renovated and opened seven stores across the Chinese Mainland. These included upgrades to its boutique stores in Hangzhou Tower, Zhengzhou David Plaza, and Qingdao Hisense Plaza, as well as the opening of new stores in Fuzhou MixC, Nanjing Deji Plaza, and Xiamen MixC.
Currently, Tiffany operates 44 stores in the Chinese Mainland. According to the brand, its store upgrade and expansion plans will continue steadily into 2025, with adjustments to stores in Hangzhou, Beijing, Wuhan, and Shenzhen set to debut soon.
Tiffany Xiamen MixC boutique opened June 2024
The opening of Tiffany’s first three-story flagship store in the Chinese Mainland, in Chengdu, underscores the brand’s emphasis on this southwestern metropolis. Chengdu, recognized as a “trillion-yuan consumption city,” serves as the economic, cultural, and transportation hub of the southwest region. It exerts significant influence not only on the Sichuan market but also on neighboring provinces such as Yunnan, Guizhou, Xinjiang, and Tibet.
In terms of luxury consumption, Chengdu has been identified as the fourth-largest luxury market in the Chinese Mainland by investment bank Jefferies. Numerous international luxury brands have demonstrated the city’s strength as a growth engine for luxury consumption.
Tiffany now operates three stores in Chengdu, ranking just behind Shanghai and Beijing in store count. Within Chengdu’s prime luxury shopping area—Chunxi Road Business District—Tiffany has two stores.
Since entering the Chinese market in 2001, Tiffany has continuously innovated and enhanced its retail expression. Examples include decorating store exteriors with thousands of diamonds, introducing the Tiffany Blue Box Cafe, and showcasing giant illuminated art installations like the “Bird on a Rock.” Tiffany’s stores in Beijing’s China World Mall, Shanghai’s Hong Kong Plaza, and Shanghai’s Qiantan Taikoo Li have become iconic landmarks.
Tiffany Shanghai Qiantan Taikoo Li Boutique
The opening of Tiffany’s first three-story flagship store in Chengdu’s Taikoo Li represents the pinnacle of this series of store upgrades. It also reflects Tiffany’s increased focus on and investment in the shopping experience since joining the LVMH Group.
Since reopening its New York Fifth Avenue flagship store in April 2023, Tiffany has launched a global store renovation initiative. According to LVMH Group’s Q3 2024 financial report, over 25% of Tiffany’s global stores have already been renovated, achieving double-digit sales growth in these upgraded locations. LVMH Deputy CFO Cécile Cabanis has emphasized the strategic importance of store renovations in driving sales growth.
For Tiffany, continuously upgrading high-profile stores not only provides consumers with superior, meticulously designed shopping experiences but also serves as a vital window to showcase its positioning as a luxury jewelry brand. The locally inspired details within these stores convey the brand’s respect and understanding of local culture.
In today’s challenging luxury market, it is crucial for brands to send positive signals consistently. Investments in brand building and store upgrades demonstrate both strength and vitality, providing a solid foundation for navigating market cycles and strengthening their position.
| Image Credit: Courtesy of Tiffany
| Editor: Zhu Ruoyu
