Tiffany & Co. lifted the lid on its newly renovated New York city flagship on Wednesday, the centerpiece of a broad brand reset orchestrated by its owner, the world's biggest luxury group LVMH.

The 6th floor show room at Tiffany & Co. on 5th Ave in New York. Courtesy of Tiffany & Co. Still, the draw is the jewelry: engagement rings and wedding bands, fine watches, and sterling silver.

The new Tiffany, the LVMH Tiffany, was showing itself as a brand that could also be disruptive and viral. Image A jewelry display features ice cream cone-like stands.

Tiffany was founded in New York in 1837, and has become best known for its diamonds, silver jewelry and engagement rings sold in the brand’s iconic robin’s egg blue boxes.

In April, Tiffany & Co. unveiled its newly redesigned New York Fifth Avenue flagship, christened the Landmark. “You kind of had to take the Phoenix out of the ashes,” said the architect Peter ...