Tiiffany & Co. is opening a new outpost in New York’s Soho neighborhood. But rather than keep up standard, boring scaffolding while the store is under construction, the light blue box retailer has commissioned a number of artists to decorate the exterior.
Each artist gets up to 3 days to complete their mural, which will then stay up for 1 week. The first artist to have a go at the wood exterior was Danielle Dimston, and now, artist Ellis Gallagher has already begun his piece. The Cut reports that additional artists involved are Danny Roberts and Natasha Law. I think this is an amazing idea from the brand, not only to create buzz before a new store opening (ten points for the marketing team), but also to give emerging artists a chance to showcase their talents to thousands of people. Head over to Greene Street from now until September to see each new artist’s creation.