The year 1940 marked the birth of a New York landmark at Fifth Avenue and 57th Street—the flagship store of Tiffany and Co. Five years ago, in collaboration with TMA, a phased redesign and restoration was launched in order to renovate all six floors of retail at this location, a massive project which culminated triumphantly in the completion of the Main Floor. The need to respect and preserve the architectural integrity of the original space was evident, while the desire to update and meet the demands of today’s customers was imperative. To achieve this marriage of design, many aspects were protected while being complimented with updates. The original teak and marble walls and coffered plaster ceilings were retained and restored carefully by hand. The historic art deco coffered ceiling remains intact, and now boasts an all-new metal halide lighting system concealed within its existing artwork. In addition to these retentions, flattering and bold changes took place. The entrance itself has been made wider, with new swinging doors. Additions to the interior include a newly laid floor, wider aisles, new showcases, new display vitrines and new lighting throughout to create an atmosphere of grandeur and luxury, as reflected by the merchandise.