What: Tiffany & Co. has partnered with artists, including Damien Hirst, to create a series of artistic window displays at Selfridges in London, celebrating art month.

Why it is important: This initiative highlights Tiffany & Co.'s innovative approach to retail by integrating art into its brand experience, enhancing customer engagement and reinforcing its cultural ties with London.

Tiffany & Co. is marking art month in London by unveiling a series of window displays at Selfridges, featuring works by renowned artists such as Damien Hirst. These installations are located near the newly refurbished Tiffany store on Oxford Street and will be on display until October 20. The windows showcase original art pieces and designs inspired by Tiffany's archives, offering a visual treat to the over 130,000 daily passersby.

The initiative is part of Tiffany's strategy to blend art with retail, creating an immersive experience that reflects the brand's heritage and commitment to creativity. The displays include Hirst's iconic pill design in Tiffany's signature blue, alongside works by artists like Rana Begum and James Righton. This collaboration underscores Tiffany's historical connection with the art world and its dedication to supporting local talent.

In conjunction with the window displays, Tiffany hosted guided gallery tours and provided QR codes for visitors to learn more about each installation. This effort not only celebrates London's vibrant art scene but also strengthens Tiffany's relationship with the city, where it has maintained a presence for over 150 years.

Tiffany & Co. collaborates with artists to transform Selfridges windows for art month