By Cassidy Mantor, Fashion Network
Tiffany & Co. has launched its Home collection in Europe, choosing to debut it in a greenhouse-themed installation at its Piazza Duomo store in Milan.
Tiffany & Co's Chief Artistic Officer Reed Krakoff transformed the store into a giant greenhouse, taking inspiration from the scaled-down glass, silver and copper decor piece sold in the Home collection. Five contemporary female artists were selected by Krakoff to create works in their own styles, in media ranging from sculpture to collage that are displayed inside the store.
"We chose to elevate the greenhouse from Home & Accessories because it is a perfect expression of Tiffany craftsmanship and a symbol of the power of creativity,” said Krakoff in a release.
The store's facade features contoured lines and architecture that flow into the interior and draw in customers. Once inside the store, consumers are met by a large greenhouse and artistic floral compositions which are showcased on the main floor.
In a release from the brand, artist Marilyn Minter said of her Greenhouse Project work, "My vision for the Tiffany greenhouse was to fill it with beautiful Tiffany objects until they exploded out through the windows, out through the roof."
The collection was previously sold in the US and online.
The Greenhouse Project is on display in Milan from April 15 through 22 during the Salone del Mobile fair.
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