Tiffany & Co.'s Love Affair with Art
When Tiffany & Co. decided to settle in a new location in the heart of SoHo, they also came with a set of fresh ideas, in a concept that attracts attention to their upcoming store without advertising it, in low key and elegant manner, like the brand itself. Tiffany commissioned four artists to paint their massive store front on 97 Greene street: Danielle Dimston, Ellis Gallagher, Danny Roberts and Natasha Law; each creating something in their own vision and style. The first three artists showed between July 16th and August 17th; and Natasha Law, is showing between August 18th and 27th. On Fashion’s Night Out the artists will mix with the usual hurly-burly of fashion when videos and photos of all of the artistic productions will be displayed at the store.
The only requirement for the artists was that they showed their interpretation of what love is and that the iconic color “Tiffany Blue” should be incorporated in their work. Love is not a theme that is foreign to the company, which is probably the brand that is more associated with romance than any other in its field. As for the color requirement; well, ask any woman how they’d feel if they got a box in Tiffany Blue as a gift and there will be your answer. For the moment though, see what Danny Roberts has to say about his collaboration.
How did you come up with the concept for this mural?
Since the theme of Love is an essential part of the Tiffany and Co. brand, they wanted the theme to be my interpretation of love. My first thought was of a guy and a girl in love, and the girl wearing a dress in Tiffany Blue. From there, the picture began to center around things I love. Since I love painting, couture and high fashion collections, I thought to incorporate that into the composition. The guys clothes were inspired by 1837 which was the year Tiffany's was founded. Also, I love castles and old architecture, so I decided to set the picture in a palace.
Were you nervous about producing something in such a large scale?
Yes, definitely, but it's something that I am a little used to. Whenever I try something different, there is a nervous excitement that comes with it, but it's a feeling I actually love.
Are any of the characters in your painting inspired by people in your life?
Yes, not all of them, but a few. The guys, for the most part, were referenced off of me, just because it was the most convenient. Some of the girls were inspired by Lily Cole, Ali Michael, and Sophie and Gemma Ward. I chose them because they are girls I am used to drawing, and I really enjoy drawing them.
Anything curious happened while you were working on it?
Not really, except that the brand had asked me to sign my name in the mural in the back of the store, where the two other artists had already signed too and the whole wall was tagged by graffiti artists, so I had to climb all the way to the top to sign. I think they saw Ellis’s signature (which resembles a tag) and felt inspired. (laughs)
You can also follow Danny Roberts and Igor & Andre on Twitter.
