Renewal-Zone：蒂凡尼地标的全新演绎∣OMA / SHOHEI SHIGEMATSU新作
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蒂芙尼作为纽约颇具标志性的零售品牌，提供从日常用品、文具到高级珠宝的各类奢侈用品。不断创新的品牌历史及对永恒之美和实用主义的执着，突显了这家专业设计品牌对当地及全球零售格局的塑造与重新诠释。
Photography by floto+warner
Photography by floto+warner
蒂凡尼的旗舰店坐落在纽约第五大道727号逾80年，已将自身塑造成为纽约的一处地标。然而，人们对这家旗舰店的体验或印象始终局限于电影的取景地，即建筑久负盛名的首层空间。通过一系列创新干预，更新项目对这座旗舰店进行了重新构想，涵盖了重新布局、保护及全新的空间表达。
Photography by floto+warner
Photography by floto+warner
第五大道727号拥有10层的零售空间，规模无异于一家典型的都市百货商场。在本质上百货商场是综合多元的，拥有丰富的品牌种类，然而这座建筑的多层空间均为同一家品牌所占据。如何通过更新，打破徜徉所有蒂凡尼产品中潜存的单调感？
Photography by floto+warner
如何最大化地发挥空间规模的潜力，打造多样化的体验？访客能否充分参与到整座建筑中？如何让一个悠久的品牌在历史建筑中得以传承？活动的中心能否被转移或竖向分布？
Photography by floto+warner
改造首先对零售项目进行重新布局和分区，以确保实现从地面层到上方10层空间更流畅的动线。设计通过移动及合并，将核心空间与主入口的旋转门对齐，新增电梯厅的清晰界定出通往上方楼层的通道，从而构建出更高效的基础设施。屋顶增加的展览、活动和客户专属空间，被认为是蒂凡尼零售生态系统拓展的全新维度，也是传播不断演变的品牌辨识度的空间和新活动的举办场地。
Photography by floto+warner
Photography by floto+warner
建筑根植于蒂凡尼在演变过程中对奢侈品的坚守态度，将审美和实用情感的平衡作为创新的手法。在这里，设计团队以项目布局和正式手法并行的方式处理这两大重点。堆砌了两层楼的透明盒子内部用于举办展览和活动，这两种活动可相互组合或独立开展。竖立的视觉玻璃幕墙提供了一览无余的全景视野，这部分体量从建筑围护结构边缘向后退界，形成了可以俯瞰城市和中央公园的环绕式露台。
Photography by floto+warner
上方，客户楼层延伸至露台上方，以倾斜的玻璃幕墙所围合。传统的曲面玻璃通常以两块玻璃板偏移而成，这一外立面结合使用了平面玻璃和凹面玻璃，充分利用了两种材质不同的质感及优势。凹面玻璃在结构上更具优势，在呈现镜面效果的同时具有较好的隐私性，需要的垂直支撑也较少。平面的低辐射玻璃优化了能效，同时最大化降低了来自内部的反射，有助于保持城市景观视野的通透性。
Photography by floto+warner
立面仿若柔软的窗帘，缓和了耸立于地标建筑上方的玻璃体量的冰冷感，在原建筑理性十足的石灰石材质和新玻璃体之外呈现了不同的纹理质感。这一全新的珠宝盒（夜间以蒂凡尼蓝色点亮，也可称为蓝色盒子），标志着旗舰店和品牌全新标识的新历程。
Photography by floto+warner
Photography: Cassie Floto-Warner
Tiffany & Co. is a New York icon and retail enterprise providing luxury goods ranging from stationery and everyday objects to fine jewelry. A history of innovation and devotion to timeless beauty and pragmatism, underlines how the specialty design house shaped and re-shaped local and global retail landscape.
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Tiffany's flagship occupied 727 Fifth Avenue for over 80-years, establishing itself as a quintessential New York fixture. Ironically, one's experience or association of the flagship is often limited to the building's most famed, film-location ground floor. The renovation reimagines the flagship with a spectrum of interventions, from reprogramming to preservation and new spatial expressions.
Photography by floto+warner
727 Fifth Avenue presented 10-stories entirely dedicated to retail, at a scale that not dissimilar to the typical urban department store. While a department store is inherently diverse, with a wide variety of brands in shop-in-shops, here, a single brand occupies the multi-story building. How could the renovation break the potential monotony of shopping all Tiffany products?
Photography by floto+warner
© OMA
How can the potential of scale be maximized to provide a diverse experience? Can the visitor be fully engaged through the entire building? How should a heritage brand in a historic building communicate a cohesive narrative? Can the center of activity gravity be shifted or distributed vertically?
Photography by floto+warner
© OMA
The transformation begins with the reorganization and rezoning of retail programs for a more fluid circulation through the ground level and up all ten floors. A more efficient infrastructure is established by moving and consolidating the core in alignment with the main revolving door entry and adding an elevator lobby that clarifies access to upper levels. The addition of a dedicated exhibition, event, and clientele space on the roof of the original building is conceived as a new dimension to Tiffany's retail ecosystem—a space to broadcast an evolving brand identity and host new initiatives.
Photography by floto+warner
The architecture is generated by an attitude towards luxury that's persisted through Tiffany's evolution—balance of aesthetic and practical sensibilities as a means of innovation, here, we resolve both characteristics programmatically and formally. A clear box stacks two floors, exhibition and event, within, making a unified form with potential for two programs to work together or independently. The straight, vision glass façade offers panoramic views out and sets back from the edge of the existing building envelope to make a wraparound terrace overlooking the city and Central Park.
Photography by floto+warner
Above, the client floor extends out and over the terrace and is encased by a slumped glass façade. Unlike traditional curved glass which typically consists of two pieces of glass that are offset shapes of one another, the façade combines flat and slumped glass to leverage the two different qualities and distinct advantages. The slumped glass is structurally favorable and requires less vertical support while creating a mirrored effect that provides privacy from the exterior. The flat low-e glass optimizes energy performance while minimizing reflections from the interior to preserve transparency for views out onto the city.
Photography by floto+warner
Resembling a soft curtain, the façade is an antidote to the severe glass buildings that tower over the Landmark that contributes a different texture to the sober form of the existing limestone building and glass box addition. The new jewelry box (or "blue box" when lit at night in Tiffany Blue) floating above the original structure is a symbolic start to a renewed identity of the flagship and the brand.
© OMA
OMA New York
Partner: Shohei Shigematsu
Associate: Jake Forster
Project Architect: Caroline Corbett, Ninoslav Krgovic
Team: Marie-Claude Fares, Richard Nelson-Chow, Tommaso Bernabo Silorata, Clement Mathieu, Kevin Larson, Leone Di Robilant, Adam Vosburgh, Anahita Tabrizi, Avo Keuyalian, Jackie Woon Bae, Henrik Gjerstad, Cameron Fullmer, Ge Zhou, Patricio Fernandez Ivanschitz, Timothy Cheng, Mark Jongman- Sereno, Shary Tawil
Interior Architect (GF–F10): Peter Marino
Executive Architect: CallisonRTKL
Structure: WSP
MEP: WSP
Façade Consultant: Heintges Consulting Architects & Engineers P.C
Façade Manufacturer: Seele (glass by Sunglass)
Lighting: Tillotson
AV: Theater Projects
Acoustics: Cerami Associates / Henderson Engineers
Graphics, Signage, Wayfinding: 2x4
Vertical Transportation: Edgett Williams Consulting Group
IT/Data/Security: Tiffany Co (In-house)
Sustainability: Paladino & Co.
Client Rep/Project Managers/Costing: MACE Group
General Contractor: Structuretone
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