If you’re one of those people who can’t help humming “Moon River” whenever you spot that robin’s-egg Tiffany & Co. bag, listen up. For four days only, the luxury jewelry retailer is painting NYC – or at least its taxicabs – that signature blue hue to celebrate the launch of Chief Artistic Officer Reed Krakoff’s very first collaboration with the brand.
The collection – called Paper Flowers – was actually inspired by the hit Audrey Hepburn film, according to a recent interview Krakoff did with Vogue. In particular, he was captivated by “the juxtaposition of wearing a floor-length gown and a tiara while holding a paper bag with a coffee and a pastry.”
Krakoff just joined the brand in 2017 (he came over from Coach) and is the man behind Tiffany’s Blue Box Café, a restaurant on the fourth floor of the NYC flagship store that, much like the Paper Flowers promotion, also shows off the brand’s signature blue.
This is also not the first time Tiffany’s has gone all out on a color-branded moment. Back in 2011, they collaborated on the Tiffany Suite at the St. Regis New York, located just two blocks from the Fifth Avenue store. And earlier this year, they opened a stand-alone pop-up shop in L.A. in the shape of an oversized Tiffany blue box.
Credit: Tiffany & Co.
The trademark shade actually originated in 1845, when the very first Tiffany Blue Book catalogue was produced. The luxe aquamarine color was used on the cover, chosen to reflect the turquoise jewelry that was all the rage at the time. (Yep, turquoise Victorian jewelry was very much a thing.) And the rest, as they say, was history.
So where can you find a blue cab and how can you share it with your social media followers? It’s as easy as pulling up Google Maps (Tiffany’s created a custom map) and looking to see where they’re located. You can also track the cabs on Instagram by following the hashtag #tiffanyblue and #tiffanypaperflowers. Oh, and for a limited time only – basically as long as supplies last – you can snag a free cup of coffee and croissant right outside the Fifth Avenue flagship, which means you really can stroll up to Tiffany’s just like Holly Golightly did in the 1961 film.
You know, if Holly Golightly also had to reckon with hashtag anxiety and Uber surge pricing.