Photography by floto+warner

Tiffany & Co. 是纽约的一家标志性零售企业，提供从文具、日常用品到高级珠宝等各种奢侈品。 创新的历史以及对永恒之美和实用主义的奉献，突显了这家专业设计公司如何塑造和重塑本地和全球零售业格局。

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的旗舰店占据了第五大道 727 号 80 多年，成为典型的纽约固定场所。 具有讽刺意味的是，人们对旗舰店的体验或联想往往仅限于该建筑最著名的电影外景底层。 翻新工程通过一系列干预措施重新构想了旗舰店，从重新规划到保护和新的空间表达。

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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第五大道 727 号共有 10 层楼，完全用于零售，其规模与典型的城市百货商店并无二致。 虽然百货公司本质上是多元化的，店中店内有各种各样的品牌，但在这里，一个品牌占据了多层建筑。 装修如何打破购买所有蒂芙尼产品的潜在单调感？

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?

如何最大限度地发挥规模潜力以提供多样化的体验？ 访客能否在整个建筑中充分参与？ 历史建筑中的传统品牌应如何传达连贯的叙述？ 活动重心能否垂直移动或分布？

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?

Photography by floto+warner

转型始于零售项目的重组和重新分区，以便通过地面层和所有十层楼实现更流畅的流通。 通过移动和巩固与主旋转门入口对齐的核心并增加一个电梯大厅来明确通往上层的通道，从而建立了一个更高效的基础设施。 在原建筑的屋顶上增加一个专门的展览、活动和客户空间被认为是蒂芙尼零售生态系统的一个新维度——一个传播不断发展的品牌标识和举办新活动的空间。

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

该建筑源于Tiffany 发展过程中坚持的对奢侈品的态度——审美和实用情感的平衡作为一种创新手段，在这里，我们以程序化和形式化的方式解决了这两个特征。 一个透明的盒子堆叠了两层楼，展览和活动，在里面，形成一个统一的形式，有可能让两个项目一起或独立工作。 笔直的视觉玻璃幕墙提供了全景视野，并从现有建筑围护结构的边缘向后退去，形成了一个可以俯瞰城市和中央公园的环绕式露台。

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 façade 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.

Photography by floto+warner

在上方，客户层延伸到露台上方，并被倾斜的玻璃幕墙包围。 传统的弧形玻璃通常由两块相互偏移的玻璃组成，而外立面结合了平面玻璃和塌陷玻璃，以利用两种不同的品质和独特的优势。 塌陷的玻璃在结构上是有利的，需要较少的垂直支撑，同时产生镜面效果，从外部提供隐私。 平坦的低辐射玻璃优化了能源性能，同时最大限度地减少了来自内部的反射，以保持城市景观的透明度。

Above, the client floor extends out and over the terrace and is encased by a slumped glass façade. Unlike traditional curved glass which typically consists of two pieces of glass that are offset shapes of one another, the façade 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.

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立面类似于柔软的窗帘，是对耸立在 Landmark 上的严酷玻璃建筑的解毒剂，为现有石灰石建筑和玻璃盒添加的清醒形式提供了不同的纹理。 漂浮在原有结构上方的新珠宝盒（或“蓝色盒子”，在夜间以蒂芙尼蓝点亮时）是旗舰店和品牌全新身份的象征性开端。

Resembling a soft curtain, the façade 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.

Photography by floto+warner

项目信息：

OMA纽约

合伙人: Shohei Shigematsu

协助: Jake Forster

项目建筑师: Caroline Corbett, Ninoslav Krgovic

团队: 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

室内建筑设计师 (GF–F10): Peter Marino

执行建筑师: Callison RTKL

结构: WSP

立面设计顾问:Heintges Consulting Architects & Engineers P.C

立面制造商: Seele (glass by Sunglass)

照明: Tillotson

AV: Theater Projects

声学: Cerami Associates / Henderson Engineers

总承包商: Structuretone

设计腕儿官方微信

010-88600030