Tiffany & Co. Debuts Style Studio

Tiffany & Co. (New York) debuted a new concept shop in London. The store is being called Style Studio and intentionally makes an effort to break away from the usual luxury-shopping trappings. Instead, the company looked to create a more laid back atmosphere that, according to Women’s Wear Daily, encourages customers to relax and “live a little.”

The 2160-square-foot store features a vending machine selling the brand’s latest fragrance, and also includes on-the-spot personalization like jewelry engraving and leather embossing. Digital screens allow customers to design their own monograms or doodles and get an idea of how it would look as a finished product.

“We’re seeing the emergence of a new kind of luxury, and we want to be at the forefront of that,” said Barratt West, VP, Managing Director, UK and Ireland.