Tiffany NYC's Pop-up Display Advertising
With the launch of Tiffany’s Paper Flowers jewelry collection, the legendary jewelry store Tiffany & Co used an innovative pop-up display advertising program to gives its building a new paint job and the effect was as wonderful as one might expect from a true New York City icon. Of course, this isn’t anything new for Tiffany & Co, they have always been at the forefront of exciting and engaging marketing and have led the way for many interesting and unique marketing trends in the city that never sleeps. The inspiration for the collection, the adorable paper flowers that every little girl made growing up, translated perfectly into the inspiration for the advertising display itself.
The popup displays were placed in key high traffic locations around the greater area of the store. One such display, a large watch face ringed in brilliant white with light pink and blue flowers on the face itself, was an actual functional clock, hung on the front of a building to grab the attention of passersby. Other displays such as the redoing of a popular sidewalk café in tiffany blue and white with “dogwoods” of white paper flowers on blue branches were a little more down to earth. The point of the displays was to add a few dollops of tiffany blue to the cityscape without it being too obvious that it was part of a marketing scheme. This concept of “exposure art” advertising is becoming more and more popular and more examples of it are being found all over the city now. For sure the concept will spread to other major metropolises as more brands discover its effectiveness. For now, Tiffany nyc has added a little extra charm and beauty to NYC and at the same time did a great job of advertising its Paper Flowers collection.
