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Luxury Retail | May 20, 2019

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Tiffany @ Cat Street in Harajuku, Tokyo

Tiffany @ Cat Street in Harajuku, Tokyo

Tiffany meows at Japan’s Cat Street

Tiffany & Co. made a grand opening with a new concept store in Tokyo. It’s located at a well-known shopping destination called ‘Cat Street’.

The store gets its name from its location, which is one of Tokyo’s most popular pedestrian streets. Stretching between Harajuku and Shibuya, Cat Street is lined with shops, restaurants, and art galleries, including the angular Bank Gallery designed by Tadao Ando that Tiffany @ Cat Street is taking over for its three-year run.

At the entrance, the sweet fragrance from a vending machine selling perfumes is attractive to everyone. Further, two instant customization counters are placed where customers can get heartfelt messages or drawings engraved on the jewellery.

The top floor of the six-level concept store will feature Japan’s first Tiffany Cafe. It’s the second of these cafés in the world; The Blue Box Cafe opened at the New York flagship in November 2017. The Tiffany Cafe @ Cat Street is decorated in that signature Tiffany blue, but is much more modern and casual with diner-like booths. The café will serve breakfast as well as a variety of New York–inspired food like hot dogs and cheese pretzels, plus Tiffany blue doughnuts.

The five other levels will differ from typical Tiffany locations with a futuristic design, along with a variety of areas for jewelry personalization to appeal to the young, creative types who frequent Harajuku. The store also has a jewelry vending machine and photo booth with a large Tiffany blue backdrop that reads “Greetings from Tokyo”—it’s bound to inspire thousands of Instagram posts.

In addition to items from the Tiffany T, Tiffany HardWear, and Tiffany Paper Flowers collections, an exclusive collection of charms engraved with the Tiffany @ Cat Street logo (which also appears on the store’s facade) will be sold in limited quantities to celebrate the store’s opening. The charms come in sterling silver and 18K rose gold in a basic tag shape (¥16,500 or US$147) as well as a key shape (from ¥10,600 or US$95).

A new collection of Tiffany T Smile mini color pendants (¥198,000 or US$1,769) and bracelets (¥205,000 or US$1,831) will also make their debut at the new Tokyo store in pink sapphire, yellow sapphire, and blue topaz stones.

Tiffany @ Cat Street is open from 11 a.m. to 7 p.m., while the cafe is open from 11:30 a.m. to 6:30 p.m.