Tiffany & Company

A Magical Masterpiece

Challenge

To celebrate the unveiling of an 18-month renovation project, GRADIENT produced the reopening of Tiffany & Co’s Beverly Hill flagship store and introduced the 2016 Masterpieces jewelry collection.

Idea

Why rush guests and customers into the venue before they’ve had time to admire the venue? Instead, GRADIENT transformed the store into the backdrop for a show that celebrates the empowerment the brand creates when women are adorned with their stunning creations.
Through projection mapping, the facade of the new flagship store was transformed into a spectacle of shooting stars and cut-diamonds, which became the stage for a scripted dance performance, followed by the final surprise: Ariana Grande took the stage and performed for the star-studded audience.
Only at the end of the energizing performance were guests invited to proceed into the new store to discover the collection. 

Results

The most successful event to-date in night-of sales, the creative performance also attracted stars such as Liam Hemsworth, Kate Hudson, Jack Huston, Jennifer Garner, and Rachel Roy. Covered in media outlets from the LA Times, and W Magazine, to InStyle, the event gained immense traction for its creative approach and immersive experience. 

A week later, GRADIENT designed and produced a scaled down version of the LA event at New York’s iconic Gotham Hall.