Tiffany is commemorating the launch of its latest jewelry collection by bringing its signature robin's-egg blue to the streets of New York City.
The brand is celebrating the arrival of the new jewelry line, called Tiffany Paper Flowers, with a number of pop-up installations throughout the city. The Paper Flowers collection is the first to come from Reed Krakoff, who joined the luxury jewelry brand last year as chief artistic officer.
Tiffany-themed coffee carts are serving complimentary brews and croissants to passersby, while some of the city’s signature yellow taxi cabs are temporarily going blue. Underground, subway stations that have undergone the Tiffany “treatment” are offering up limited-edition Tiffany-themed MetroCards to riders. Bodegas throughout the city are also selling blue buckets filled with white paper flowers.
The company’s efforts are part of Tiffany’s ‘Believe In Dreams’ campaign, which officially launches today. Fans of the brand from around the world can check out Tiffany’s Facebook page at 9 pm ET on May 3 to see a live performance at its Fifth Avenue Flagship store.