Inside Tiffany & Co's New London Store

Tiffany & Co. have launched an interactive concept store in Covent Garden.

Located on St. James Street, the jewellery giant'slatest boutique debutsthe luxury jewellery brand’s new relaxed, intuitive shopping experience.

The interiors area sea of the brand's iconic duck-egg blue, withtrademark Tiffany Blue® wooden crates displaying whimsical 'Everyday Object' accessories (think paper cups, pens, plant pots and straws).

There are cool neon signs, whileover at the #MakeItTiffany personalisation bar you can haverings, charm, cufflinks or pendants engraved withyour initials, monograms, symbols or even doodles.

But the icing on theTiffany Blue cake is a super cool vending machine where you can swap your change for a bottle of the brand's signature perfume.Although we have a feeling thedecadent vending machinewon’t be dealing in small change...

The vending machine marks the latest innovation embraced by the luxury jewellery brand. Earlier this year, Tiffany & Co. painted New York subway stations and taxis their signature shade of blue.

Unlike other Tiffany & Co. stores, where neutral tones abound, the Covent Garden ‘Style Studio’ emphasises the brand’s trademark shade of blue by featuring it on walls, in the displays and on a neon sign.

Inside the new, contemporary space – in which the brand is hoping to encourage creativity and playfulness –the jewellery brand has installed a number of other elements to encourage creativity. Thespace is wide, super-sleek and integrates playful displays so you can 'interact' with the products.

It's a great place for personalising gifts or stocking up on the more affordable 'Everyday Objects' range. And, in light of the ‘make it yours’ approach, even the fragrance bottle – fashioned after diamond cuts and packaged in a Tiffany blue box – can be customised at the#MakeItTiffany personalisation bar.A variety of leather goods is also available to be customised with elegant embossing.

This new store complements Covent Garden’s growing luxury retail and dining offer, joining the likes of Chanel, Tom Ford, Mulberry, Rolex and the recently-opened Petersham Nurseries.

Events will be held throughout the year, too, so there will always be something new and engaging going on. The space will be opening its doors to a smorgasbord of London’s most innovative creatives – hosting performances, installations, style sessions and animations.

Tiffany & Co, 13 James Street, London WC2E 8BT, +44 (0)800 160 1837