It's part of the classic New York bucket list: See the Empire State Building, walk through Central Park, grab a croissant and a cup of coffee and stare at the windows at Tiffany & Co.'s flagship store on Fifth Avenue. Today, the jewelry company's making that last item all too easy to check off, as the brand hands out both — for free — to anyone who passes by.
It's just one phase of a multi-day promotion, where Tiffany's paints the city its iconic robin's egg blue, to announce Creative Director Reed Krakoff's first jewelry collection, Paper Flowers. Taxis, bodegas, subway MetroCards, even ladders and trash cans are getting the aqua-ish treatment, and there are random, pop-up performances everywhere that underscore : "The juxtaposition of wearing a floor length gown and a tiara while holding a paper bag with coffee and a pastry," as Audrey Hepburn did in Breakfast At Tiffany's.
Breakfast At Tiffany's movie, $7.99; amazon.com
Seven places in New York City will get the blue treatment, specifically, and the jolt of color's already inspiring an Instagram scavenger hunt of sorts, as people photos and hashtags of the performances they've seen — and displays they've found — throughout Manhattan. Just take a look:
You better believe Tiffany's flagship store on Fifth Avenue is participating, featuring a truck outside offering croissants and coffee (in Tiffany blue cups, naturally) until supplies run out. The blue decor — and other surprises — will carry on throughout the day.
Just a few blocks away, on 57th Street, a bodega was decked out in paper flowers, with Tiffany blue trash cans, ladders, and traffic cones. Two blue taxis were parked outside, where Dance Moms star and Sia music video regular Maddie Ziegler danced atop the hoods, leaping from car to car as fans snapped photos.
Follow #tiffanyblue and #tiffanypaperflowers to hunt down the other locations (or just live vicariously through the Instagrammers' pics). Tiffany & Co. will be going at 9 p.m. EST, featuring a special performance outside its flagship store and an announcement.
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