In New York, Peter Marino makes Tiffany’s “a fun, amazing place, not a scary or serious place.”

Spring of 1961. An early morning taxi pulls up in front of the Art Deco iron door of 727 V.^e Avenue on the sound moon river A melancholic tune was playing on the harmonica. From the yellow car comes Audrey Hepburn, wearing dark glasses, a pearl necklace, a long dress and a tiara in a bun, observing the famous Tiffany’s sign from a low angle.

The audience then accompanies the actress on her elegant stroll to the windows, coffee and croissant in hand… OPENING SCENE diamonds on the couch By Blake Edwards – adaptation of Truman Capote’s famous novel Breakfast at Tiffany’s – It is one of the most charming things that cinema has produced.

Since April 26, seventy-two years after Audrey Hepburn, a long line of visitors and customers has been waiting every day in front of the same newly renovated boutique, which has kept its power of attraction intact. Except for the two-story glass height, the unpublished facade of the building erected in 1903-1905 has not changed. And inside, jeweler devotees will find it hard to find the luxury emblem founded in 1837, the American equivalent of the French Cartier.

“What could be more pointless than buying jewelry? »

When LVMH bought the brand in January 2021, Bernard Arnault, CEO of the luxury group, immediately approached Peter Marino to ensure the renewal of the flagship, which was called “The Landmark”. With his unique look of all leather, cap and dark glasses, he is the favorite architect of wealthy American clients and luxury homes. He managed to collaborate with luxury rivals Chanel and LVMH. For the latter, he signed on for the Paris boutiques of Dior and Louis Vuitton.

“I have known him since I was born, he has followed my family for over thirty years. explains Alexandre Arnaud, LVMH’s youngest and Tiffany’s executive vice president of product and communication. He is a New York architect with offices two blocks away. It was obvious for us to work with him. »

To rejuvenate the “Starch” store, which had not been touched since 1940, was given carte blanche. “Tiffany has become an old hand-me-down car, Peter Marino explains. My idea was to recreate the sense of unattainable dreaminess I felt in my youth when I admired its windows, imagining what was inside. I wanted to create a wow effect by creating a fun, surprising place, not scary or serious, because basically, what could be more frivolous than buying jewelry? »