Tiffany illuminates the Chinese New Year in Beijing and Shanghai
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Tiffany illuminates the Chinese New Year in Beijing and Shanghai
Tiffany's the flagship store at Taikoo Li Sanlitun, Beijing. [Photo provided to chinadaily.com.cn]
As the calendar turns to 2026, Tiffany & Co. is celebrating the Chinese New Year by weaving its storied New York heritage with a thoughtful homage to Chinese culture.
Through stunning visual installations in Beijing and Shanghai, the luxury jeweler is signaling a deepening commitment to cultural resonance and emotional connection in the region.
Tiffany's the flagship store at Taikoo Li Sanlitun, Beijing. [Photo provided to chinadaily.com.cn]
In Beijing, the flagship store at Taikoo Li Sanlitun has undergone a major transformation. For the first time, the building's facade — originally inspired by Elsa Peretti's fluid designs — is bathed in "Chinese Red", a color symbolizing joy and blessings. Resembling a beautiful and glowing " red lantern ," the structure blends seamlessly into the vibrant New Year atmosphere, while paying tribute to traditional Chinese aesthetics.
The exterior is lined with locally produced, eco-friendly glass fins, creating a rhythmic interplay of light and shadow. Evoking the warmth of a glowing traditional lantern, the installation celebrates local symbols of joy, reunion, and hope. Through this transformation, Tiffany aims to elevate a retail space into a cultural landmark that bridges urban life with traditional values.
Tiffany in Shanghai's Qiantan Taikoo Li, Shanghai. [Photo provided to chinadaily.com.cn]
Meanwhile, in Shanghai's Qiantan Taikoo Li, a majestic Pegasus takes center stage amid a display of classic Tiffany Blue Boxes.
Inspired by the "Wings" brooch from the Tiffany Celeste collection — designed by Nathalie Verdeille with nods to Jean Schlumberger's imaginative legacy — the Pegasus embodies upward momentum and romantic freedom. As night falls, the installation shimmers like starlight, casting a dreamlike glow over the winter cityscape.
Brand ambassadors Tang Yan and Zhang Ruoyun visited the boutiques to experience the installations firsthand, sharing their warm wishes for the New Year with the public.
Tiffany in Shanghai's Qiantan Taikoo Li, Shanghai. [Photo provided to chinadaily.com.cn]
Beyond the sparkle of diamonds, these celebrations reflect Tiffany's core mission of fostering authentic local expression. By combining sustainable, locally made materials with iconic Chinese motifs, the brand aims to move beyond global luxury formulas toward true cultural harmony.
Founded in 1837 by Charles Lewis Tiffany in New York, Tiffany & Co. is renowned for its innovation and artistry. As the brand continues to expand its global network of more than 300 stores, it continues to prioritize emotional connections while honoring the heritage of the communities it serves.
Tiffany's the flagship store at Taikoo Li Sanlitun, Beijing. [Photo provided to chinadaily.com.cn]
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Approaching Chinese New Year, the colours in China virtually explode, with red being dominant.
Through stunning visual installations in Beijing and Shanghai, the luxury jeweler is signaling a deepening commitment to cultural resonance and emotional connection in the region.
I wonder: Is this going to be a trend? (More American companies opening up stores in China?)
There already are hundreds of different American brand stores and restaurants in China. I'm a short walk away from KFC, Burger King, McDonalds, Domino Pizza, Starbucls. but I wish a Tim's would open here.