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VM choice: Tiffany reimagines New York City at Selfridges

Stop what you are doing immediately and rush to the Old Selfridges’ hotel behind the Selfridges store on London’s Oxford Street, to see ‘Fifth & 57th: a reimagining of New York City,’ an exhibition by Tiffany & Co.

This exhibition, celebrating the opening of the new Tiffany’s space in Selfridges, started on 3 July and runs until Sunday, the 12th.

With a mock-up New York subway entrance, the exhibition features a street scene complete with a cacophony of street sound including overhead trains, a barista serving coffee and pretzels from a cart and a Park bench on which to propose, New York-style. But the highlight for visual merchandisers must be the mock-up of the flagship store.

Golden rings are suspended by a lattice of perfectly-positioned rope.

Gazing at the window - Audrey Hepburn style with coffee and pretzel in hand - watch a series of slides of seminal visual merchandiser Gene Moore’s best work. Moore employed Andy Warhol, Jasper Johns and Robert Rauschenberg, but it was his window concepts that built Tiffany’s reputation for cool VM.

These golden butterfly brooches are part-concealed by a series of pierced egg shells, neatly underlining their delicacy.

This is one of Moore’s most famous windows. With a convincing slab of ice in the background, the ice tongs hold a single diamond. So cool.

This rope with a single knot becomes a perch for a golden butterfly brooch.

Amidst standing wheat, resting gently on scythed ears of corn, is a row of five golden watches.

The miniature artist’s models play tug of war with a pocket-watch and chain, another watch at their feet.

Not forgetting Tiffany’s perfectly-placed silver cutlery too, displayed here as though floating in space.

Tiffany’s skilled engraver has been persuaded to explain and demonstrate his skills in public. Here he is engraving a customer’s initials on a silver heart-shaped locket. Finally a speakeasy, Charlie’s Bar, allows space for a celebratory drink.

The Oxford Street windows of Selfridges, either side of the main door, feature Tiffany blue boxes portrayed as balloons, tethered to the Tiffany blue torch of the Statue of Liberty. Note the detail of the balloons, creating the illusion they really are balloons.

Open 8.7.15. to 11.7.15.: 12 - 9pm

12.7.15.:12 - 6pm Sunday.