Subway signs and dramatic lighting led guests through a concierge space and into the activation, which was held at Dia:Chelsea in the far west Chelsea arts district. Further adding to the train station's "dreamlike" effect was a classically tiled entrance.
Photo: Courtesy of Sid Lee
To celebrate Tiffany & Company's new T Collection of jewelry, creative marketing agency Sid Lee New York worked with production firm Fake Love to devise an immersive experience that resulted in the construction of a custom train inspired by Manhattan's forthcoming "T" Second Avenue subway line.
Photo: Courtesy of Sid Lee
The pop-up silver train, which measured 32 by 12 feet and was trimmed in gold and robin's egg blue, opened to V.I.P.s on November 6. (The activation was open to the public November 7 and 8.) Visitors could peruse newly appointed design director Francesca Amfitheatrof's debut jewelry collection. Guests during the V.I.P. day received a personalized bracelet to take home while the general public could purchase pieces of their choice and have them engraved on site.
Photo: Courtesy of Sid Lee
While not designated an official pop-up shop in the most literal sense, the T train did have a retail component where Tiffany & Company silversmiths were on hand to engrave pieces for guests.
Photo: Courtesy of Sid Lee
To complement the impressionistic train station setting, event producers strived to make every angle of the space ideal for Instagram. That included incorporating elegant branding, dim lighting, and retro-style props in an otherwise sparse venue.
Photo: Courtesy of Sid Lee
The V.I.P. opening evening kicked off with a series of songs performed by the band Puddles Pity Party, which featured its signature clown frontman outfitted in a Tiffany & Company train conductor uniform. Complementing him was DJ Harley Viera-Newton.
Photo: Courtesy of Sid Lee
