Tiffany & Co. has unveiled its newly redesigned store façade in Stuttgart’s Dorotheen Quartier, a project crafted by the Dutch architecture firm MVRDV. The façade, adorned with iridescent ceramic diamonds, reflects Tiffany’s iconic elegance and innovation. Positioned in one of Stuttgart’s most vibrant retail districts, this project exemplifies the seamless fusion of branding and architectural artistry, transforming a retail storefront into a striking urban statement.
Tiffany & Co. Store Technical Information
- Architects1-5: MVRDV
- Location: Stuttgart, Germany
- Client: Tiffany & Co.
- Area: 165 m2 | 1,760 Sq. Ft.
- Project Year: 2022 – 2024
- Photographs: © Gionata Xerra Studio
In our façade design for the Stuttgart store, we tried to capture the sense of wonder and enchantment that has characterised the world of Tiffany & Co. ever since its inception.
– Jacob van Rijs, MVRDV founding partner
Tiffany & Co. Store Photographs
Tiffany & Co. Store Design Principles
The brand’s rich heritage deeply inspired MVRDV’s design principles for the Tiffany façade. The designers reimagined Tiffany’s penchant for material innovation by incorporating hand-crafted ceramic diamonds, echoing the patented Favrile Glass developed by Louis Comfort Tiffany in 1894. This historic connection underscores the interplay between timelessness and modernity.
Central to the design is the three-dimensionality of the façade. The diamond-shaped ceramic elements embody the precision and tactility of Tiffany’s jewelry, while their iridescent sheen captures the brilliance of a cut gemstone. These principles culminate in a façade that is visually captivating and rich narrative, drawing on the refined geometry of diamond cuts and the transformative nature of light.
The dynamic aesthetic of the façade is a defining feature. The iridescent glaze applied to the ceramic diamonds shifts with lighting conditions and viewing angles, creating a sense of movement and vibrancy. This quality mirrors the multifaceted brilliance of Tiffany’s jewelry, inviting viewers to experience the store as a living, evolving showcase.
Execution: Craftsmanship and Techniques
The execution of the Stuttgart façade showcases MVRDV’s commitment to precision and innovation. Comprising 2,829 hand-crafted ceramic diamonds, the façade employs a gradient of Tiffany’s signature robin’s-egg blue transitioning to pristine white. This careful color transition captures the eye while harmonizing with the subdued tones of the Dorotheen Quartier.
Each diamond was created using a slip-casting method, a meticulous process by Koninklijke Tichelaar, the Netherlands’ oldest ceramics manufacturer. The iridescent glaze, developed collaboratively with MVRDV, incorporates intentional variations in mineral composition and glazing temperatures. This technique produces a naturalistic sheen reminiscent of Favrile Glass, offering a contemporary reinterpretation of Tiffany’s material legacy.
Structural ingenuity is another hallmark of this design. The ceramic diamonds are mounted directly onto a glass storefront using custom steel fixings, creating the illusion of floating elements. This interplay of transparency and opacity enhances the façade’s aesthetic and serves functional purposes, providing visibility into the store while maintaining privacy in strategic areas. The “dissolving” density of the diamonds at corners and around displays further enriches the viewer’s experience.
A Jewel in Stuttgart’s Urban Fabric
MVRDV’s façade for Tiffany & Co. is more than a visual spectacle; it is an architectural statement harmonizing with its urban context. The façade’s gradient coloring and meticulous detailing integrate seamlessly with the neutral tones of Dorotheen Quartier, ensuring that the design stands out without overwhelming its surroundings.
From an architectural perspective, the façade exemplifies how branding can inform design without overshadowing it. The interplay of iridescent ceramics and light captures Tiffany’s legacy while celebrating the craft of architecture. This project exemplifies the potential of material innovation in retail architecture, presenting a tactile narrative that resonates with both the brand’s ethos and the architectural language of the 21st century.
Handcrafted ceramics and dynamic glazing techniques elevate the façade beyond mere aesthetics. It demonstrates how thoughtful design can create a sensory experience. Moreover, the project contributes to broader architectural discourse by exploring how traditional craftsmanship can coexist with cutting-edge design.
Tiffany & Co. Store Image Gallery
About Jacob van Rijs
Jacob van Rijs, a founding partner of MVRDV, is a celebrated Dutch architect known for his innovative and experimental approach to design. Educated at Delft University of Technology, van Rijs co-founded MVRDV in 1993 alongside Winy Maas and Nathalie de Vries. His work is characterized by its bold aesthetics, sustainability, and integration of technology, often challenging traditional architectural norms. With projects ranging from urban planning to iconic retail designs, van Rijs’ contributions to architecture have garnered international acclaim, cementing his reputation as a visionary in contemporary design.
Notes & Additional Credits
- Founding Partner in Charge: Jacob van Rijs
- Design Team: Aser Giménez Ortega, Elien Deceuninck, Monica Di Salvo, Simone Costa, Natalia Lipczuk, Basak Gunalp, Tatiana Gurduza
- Ceramics Partner: Koninklijke Tichelaar Makkum
- Contractor: SOMEC Mestieri Group
- Lighting Design: METIS Lighting
