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Tiffany & Co. Takes Consumers Behind the Scenes
The jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Tiffany & Co. was part of LVMH’s Les Journées Particulières, a three-day event that gives consumers access to its workshops, factories, and vineyards. Tiffany & Co.’s tours took place in New York City, with participants visiting either the Design and Innovation Workshop (pictured) or its flagship store on Fifth Avenue. (Photo courtesy of Tiffany & Co.)
New York—For the first time in four years, Tiffany & Co. participated in Les Journées Particulières, LVMH’s company-wide event that gives consumers a behind-the-scenes look at the processes that goes into making the luxury products it sells.
Held Oct. 16 to 18, Les Journées Particulières—The Special Days—took place in more than a dozen countries and included tours of vineyards and wine cellars, as well as the workshops where LVMH brands make their perfumes, clothes, leather goods, watches, and jewelry.
Tickets to Les Journées Particulières are free, and LVMH releases them in waves online about three weeks before the event.
For Tiffany & Co., consumers were given a behind-the-scenes tour of either the brand’s Design and Innovation Workshop or The Landmark, its flagship store on 57th Street and Fifth Avenue.
For both tours, the focus was on one iconic design, Tiffany & Co.’s “Bird on a Rock,” conceived by Jean Schlumberger in 1965 and reimagined in 2025 by the brand’s current Chief Artistic Officer Nathalie Verdeille.
Participants got to see how the bird is developed at the Design and Innovation Workshop, while consumers who visited the flagship store witnessed the final stop in the bird’s flight path, a Tiffany & Co. store.
Held Oct. 16 to 18, Les Journées Particulières—The Special Days—took place in more than a dozen countries and included tours of vineyards and wine cellars, as well as the workshops where LVMH brands make their perfumes, clothes, leather goods, watches, and jewelry.
Tickets to Les Journées Particulières are free, and LVMH releases them in waves online about three weeks before the event.
For Tiffany & Co., consumers were given a behind-the-scenes tour of either the brand’s Design and Innovation Workshop or The Landmark, its flagship store on 57th Street and Fifth Avenue.
For both tours, the focus was on one iconic design, Tiffany & Co.’s “Bird on a Rock,” conceived by Jean Schlumberger in 1965 and reimagined in 2025 by the brand’s current Chief Artistic Officer Nathalie Verdeille.
Participants got to see how the bird is developed at the Design and Innovation Workshop, while consumers who visited the flagship store witnessed the final stop in the bird’s flight path, a Tiffany & Co. store.
The last time Tiffany & Co. participated in Les Journées Particulières the focus was the making of the brand’s “HardWear” collection. This year, participants learned about the process involved in creating “Bird on a Rock” jewelry. (Photo courtesy of Tiffany & Co.)
This year marked the first time Tiffany & Co.’s flagship store on Fifth Avenue and 57th Street was part of LVMH’s Les Journées Particulières open-house event. (Photo courtesy of Tiffany & Co.)
“The Bird on a Rock, is light, ethereal, and includes the most precious stones, selected with the most extraordinary precision,” Christopher Young, Tiffany & Co.’s creative director and vice president for global creative visual merchandising.
“One of the first iterations combined yellow and white diamonds perched on a lapis-lazuli stone, in a subtle blend of fantasy and extreme elegance that, in my eyes, symbolizes [Tiffany & Co.’s] savoir-faire.”
This year marked the sixth time LVMH has offered behind-the-scenes tours of its brands; the first Les Journées Particulières took place in 2011. The last time Tiffany & Co participated was in 2022.
This year was the first time Tiffany & Co. offered a tour of its flagship store, which reopened as The Landmark in April 2023 after extensive renovations.
Other LVMH-owned brands holding open houses for the first time included the historic Mount Nelson Hotel in Cape Town, South Africa, and Casa Loewe in Madrid.
The theme for Les Journées Particulières 2026 was Aux Racines du Rêve, or The Source of Dreams.
“By inviting the public into the iconic spaces of our maisons, Les Journées Particulières offers insights into the ways in which we fulfill our mission to ‘The Art of Crafting Dreams,’” said Antoine Arnault, LVMH’s head of Image & Environment.
“Workshops, châteaux, family estates, time-honored stores, vineyards, and gardens … this is where inspiration is born, techniques are passed down, and excellence is built to last. This year, we are inviting you to explore the source of dreams, to go back to their origins, roam the land where they come to life, and meet the people who shape them.”
In total, LVMH opened the doors to 45 of its brands, with experiences spanning 71 venues in 13 countries.
In addition to the behind-the-scenes tours of Tiffany & Co. in New York, LVMH’s Watches & Jewelry division held open houses at the Bulgari boutiques in Rome and Place Vendôme in Paris; the Repossi store on Place Vendôme; Chaumet’s private townhouse on Place Vendôme; the Fred boutique on Rue de la Paix in Paris; and the Louis Vuitton and TAG Heuer watch manufacturing facilities in Switzerland.
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