To say China plays a powerful role in the current global luxury landscape is far from secret. In just 2018 alone, shoppers based in China took up to 33% of the global spend — adding up to around $95 billion — according to a report by Bain & Company. McKinsey also ran a study, and reported the consumption to add up to a whopping $115 billion — safe to say that the Chinese population has taken the helm, and seems to be there to stay.
Chinese-based consumers aside, Millennials and Generation Z buyers too are changing the game. They are the driving force behind the 85% luxury growth in 2017 according to Bain & Company, making up over 30% of all luxury spending. Forbes reports that they will account for 50% of the luxury market by 2025.
These facts, along with brand cultivation, are the impetus to Vision & Virtuosity, an immersive view that honors Tiffany & Co.’s past while moving it into the future.
“Vision & Virtuosity”, Tiffany & Co.’s grandest and most ambitious exhibition ever presents the brand’s trailblazing moments. The 6 overarching themes, set on different rooms and levels of the Fosun Art Foundation, reveal numerous “Tiffany firsts”, like the introduction of the modern engagement ring, the Tiffany® Setting, and much more.
“With this exhibition, we honor the past and show how beauty and masterful craftsmanship are timeless and always relevant,” said Reed Krakoff, Chief Artistic Officer, Tiffany & Co.
Whether you’re a loyal customer of the famed brand or simply curious about how a heritage brand evolves into the future, here’s what you can expect from “Vision & Virtuosity”.
Theme 1: Blue Is the Color of Dreams
The iconic robin’s-egg Tiffany Blue®—or Pantone 1837, a nod to the year it was founded—takes center stage in the first room.
Located on level one, right as you enter the venue, this chapter is an extensive exploration of blue beauty. Paying tribute to Tiffany’s legacy of discovering and introducing colored gemstones, this room of extravagant installation features stones such as Montana sapphires and tanzanites—a purplish-blue stone that Tiffany introduced to the world in 1968.
Theme 2: The World of Tiffany
This room invites you to experience the breadth of Tiffany’s representation in popular culture. This window installation showcases the brand’s indelible presence and influence in film, television, music and literature.
Theme 3: The Tiffany Blue Book
Tiffany’s celebrated Blue Book Collection is the gold standard in high jewellery-making. This room presents in full glory the original 1845 Blue Book, the United States’ first mail-order catalogue, to the transcendent works of Jean Schlumberger and Elsa Peretti, including dazzling pieces from current artistic officer Reed Krakoff. Blue Book is a visual testament of the passion, vision, and skill that define Tiffany & Co.
Theme 4: Tiffany Love
Bathed in robin’s-egg Tiffany Blue® and decorated with cascading paper flowers, this room is a glimpse into the important role Tiffany has played in the world’s greatest love stories.
As the first jeweller to establish the diamond ring as a symbol of love, you’ll see Charles Lewis Tiffany’s design of the first modern engagement ring, the Tiffany® Setting and the newly introduced Tiffany True™ engagement ring.
Theme 5: Breakfast at Tiffany’s
Believe it or not, this room takes you to New York, quite literally. From the iconic NYC yellow cab to the store windows and ginormous revolving door, they have recreated Tiffany’s New York flagship store down to a T. A life-size replica!
This chapter takes visitors behind the legendary film. A curation of never-seen-before artifacts such as the original script with Audrey Hepburn’s personal annotations, the original Moon River song sheet, and behind-the-scenes photos can be seen here.
Theme 6: Diamonds: Miracles of Nature
This carefully curated room showcases the brand’s invaluable crème de la crème that solidified Tiffany & Co.’s reputation as the global leader and authority on luxury jewellery.
Tiffany’s most treasured and important diamonds can be seen up close and personal on a long, riverlike podium under a glistening diamond ceiling.
The exhibition culminates with the crowning jewel of Tiffany—the 128.54-carat fancy yellow Tiffany Diamond, one of the most important gemstones in the world. Only 3 lucky persons have worn it: Audrey Hepburn, a royalty, and quite recently, Lady Gaga at this year’s Academy Awards.
Immerse yourself in an experiential presentation of beauty and luxury. Experience 180 years of unparalleled craftsmanship only at “Vision & Virtuosity”.
The one-of-a-kind exhibition runs from September 23 through November 10, 2019 at Fosun Foundation Shanghai. Tickets are on sale now. Proceeds will go to the Fosun Foundation and its charitable programs.
“‘Vision & Virtuosity’ is a tribute to Tiffany & Co., which has stood for masterful craftsmanship and innovative design since Charles Lewis Tiffany founded his company in New York City in 1837,” said Alessandro Bogliolo, Chief Executive Officer, Tiffany & Co. “These two values—vision and virtuosity—lie at the heart of Tiffany & Co. and this exhibition represents the best of our brand.”
This story first appeared on Prestige Online Indonesia, by Paul Dela Merced.