When briefed with launching Tiffany & Co.’s new Paper Flowers Collection to a new audience, we used the iconic Tiffany Blue to turn New York City into Blue York for an experience unlike any other.

After developing the overarching creative concept, I worked closely with our internal PR, partnerships, and events teams to bring this idea to life.

Collectively, we achieved this by implementing splashes of color to New York City streets. A five-mile pathway to the 5th Avenue flagship was created by “painting” subway stations, MetroCards, coffee carts, cabs, and bodegas Tiffany Blue, all leading to the transformed store complete with a vast digital clock showcasing hours of interactive content.

The highlight was an exclusive VIP launch event inside the flagship store. Attendees included influencers such as Kendall Jenner, Elle Fanning, and A$AP Ferg — who performed to cap off the night.

This activation proved how a strong idea can be scaled simultaneously across mediums such as experiential, PR, and social/digital and position Tiffany & Co. as a next-generation jewelry store.