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 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.

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 collection’s striking hero piece, a double-wrap choker, is hand set with over 300 of dazzling stones. Tiffany Knot is in stores this month, a new New York icon just in time for the new New York.

Style Architect Peter Marino on How He Revamped Tiffany & Co.’s New York Flagship and Turned It Into a 10-Story Art Gallery. The famed architect has filled the Fifth Avenue flagship, dubbed the ...

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.