Tiffany & Co. has introduced a new campaign, “With Love, Since 1837,” aimed at celebrating the brand’s origins and the histories of its iconic collections.
The campaign draws inspiration from Gene Moore, a notable window designer for Tiffany, and seeks to reinterpret his creative vision for today’s audience. It focuses on the narratives that link each collection to the brand’s long-standing tradition of craftsmanship without the use of celebrity endorsements.
Historical Context and Inspiration
The initiative revisits the establishment of Tiffany & Co. in 1837 by Charles Lewis Tiffany in New York City and showcases several notable collections. These include “Lock,” inspired by a brooch dating back to 1883, and “HardWear,” referencing a bracelet from 1962, among others like the “T” and “Knot” collections, the “Sixteen Stone” ring by Jean Schlumberger, and the renowned Tiffany setting. The emphasis is on the jewelry itself, rather than leveraging star power.
Reimagining Gene Moore’s Influence
Gene Moore’s legacy in window display design significantly influences the campaign, which has been captured by photographer and director Dan Tobin Smith in London. The visuals draw from Moore’s approach to dramatic staging, now seen through Smith’s contemporary style. This involves the use of simple materials and ordinary objects, with dynamic lighting and camera movements to create a sense of drama.
Smith, in collaboration with set designer Rachel Thomas, created a set that experiments with scale and perspective. This innovative environment, which transitions seamlessly from miniature to oversized models without digital effects, relies on animated projections and smoke to produce its visuals. These settings aim to illustrate the theme of love, which Tiffany & Co. identifies as a key element linking its collections.
Focus on Craftsmanship and Tradition
“With Love, Since 1837” highlights Tiffany & Co.’s commitment to craftsmanship and tradition. The campaign, developed by Tiffany’s in-house creative team along with TBWA\Chiat\Day LA, was launched on March 25 across print and digital platforms. It reflects a departure from digital enhancements, focusing instead on the craftsmanship behind the brand’s heritage.
The emphasis on the stories behind each collection and the innovative approach to display and marketing serves as an example for the industry. It demonstrates how brands can effectively combine tradition with innovation, providing insights for engaging consumers and distinguishing oneself in a competitive market. This approach highlights the ongoing importance of narrative and creativity in maintaining relevance and appeal in the luxury sector.
