It has been a long time coming, but the newly renovated Tiffany & Co's Fifth Avenue locationwill finally be revealed in a little under four weeks.

This week, the jeweler will most likely send out invitations to industry insiders via email for the grand-opening celebration of the location that it is now referring to as "The Landmark."

Tiffany's Rebranding Of Its New York City Store As "The Landmark"

Tiffany's goal is to differentiate this particular store in New York City from a roster of important global stores located in key cities like Tokyo and Los Angeles by rebranding the historic location as "The Landmark."

The moniker "flagship" was used for the retail establishment before its recent rebranding as "The Landmark."

It is generally accepted that the Tiffany store in New York City located at the intersection of 57th Street and Fifth Avenue will be the only Tiffany store that will be referred to as The Landmark due to the extensive history of the building.

[4K]🇺🇸NYC Walk👗💎Tiffany & Co. Store Tour on Fifth Ave & The Blue Box Cafe | May 14, 2021

This is because the building sits at the intersection of 57th Street and Fifth Avenue location.

To avoid any confusion, we will continue to refer to all of the other stores as flagships. The Landmarks Preservation Commission of New York City has determined that the structure itself does not qualify as a landmark, despite the fact that the storefront has been preserved.

Tiffany extends an invitation to those who received an event invitation from the company to participate in a one-of-a-kind opening event that is scheduled to take place on the evening of April 27.

The retail establishment will begin offering service to paying clients within the designated operating hours beginning on April 28.

It has been in the works for quite some time, but one of the most iconic businesses in all of New York City is currently getting the restoration treatment.

Tiffany's Historic Significance And Recent Renovation Under LVMH Ownership

This store, commonly referred to as "Tiffany's," provided Truman Capote with the idea for his novel "Breakfast at Tiffany's," and the shop's windows were once famous for reflecting Audrey Hepburn's yearning looks in the movie adaptation of the novel.

In 2019, Tiffany's previous senior management team was the one responsible for carrying out the work originally.

But in 2021, when LVMH Louis Vuitton Mot Hennessy successfully finalized its acquisition of Tiffany, the company was immediately placed under the management of LVMH Louis Vuitton Mot Hennessy.

It is understood that the refurbishment of Tiffany's Landmark represents the largest retail investment that LVMH has ever undertaken in a single shop and that this information comes from reliable sources.

The renovation has an interior architecture design that was headed by Peter Marino, as well as a three-story glass expansion that was designed by OMA colleague Shohei Shigematsu. Both of these projects were completed in close collaboration with Tiffany.

The Landmark site will reportedly have a design that is distinct in the hopes of reestablishing the store as a global retail attraction. On the other hand, Tiffany's flagship stores will adhere closely to the brand's new store concept, which was previously shown in WWD.