Tiffany & Co. collaborates with artists to visualize true love at Soho store

Iconic jeweler Tiffany & Co. channels artists to promote the opening of its new Soho store by asking them to visually interpret true love.
Written by Beth Carter, Contributing Editor

Brands go to a lot of work to make their products stand out and make them seem more accessible. To separate themselves from the pack, and perhaps in an effort to make their brand blend in better with the neighborhood, famed jeweler (and 5th Avenue staple) Tiffany & Co. has embarked on a new street art project to promote the opening of there new store in lower Manhattan.

The murals you can find on 97 Greene Street in New York between July 16 and August 27 when the new store actually opens its doors are a collaboration between Tiffany & Co. and four artists the company commissioned to artistically interpret the meaning of true love.

The artists will display their visualizations of love for two weeks each at the future location of the store. The first to show was Danielle Dimston on July 16, with a piece that incorporated both text and drawing. On the 27th, Ellis Gallagher will take his turn in a work that depicts raindrop characters inspired by the ancient Greek definition of love. Third, Igor + André’s Danny Roberts will put his vision on the walls, who will be followed by Natasha Law. So look out for that iconic Tiffany blue, if you're in the area.

Instead of feeling like a high-end brand is trying too hard to lure in the artsy types, this feels to me like something more playful and less forced. I often feel the blatant imposition of high culture that mainstream brands try to market. Even in music this is a problem, with labels fake marketing new artists as independent.

True love, of course, can be interpreted in so many different ways, and the brand-- known for their gorgeous wedding bands, engagement rings and fancy tokens of love-- has long marketed itself as the material representation of that feeling.

Images: Sean Sullivan, flickr/miamism

This post was originally published on Smartplanet.com

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