Tiffany & Co. is making its boldest statement yet on the West Coast with the unveiling of a reimagined, more than 15,000-square-foot flagship at South Coast Plaza, a Peter Marino-designed unit that reflects the jeweler’s evolving retail strategy under parent LVMH Moët Hennessy Louis Vuitton.
The flagship in Costa Mesa, Calif., brings together high jewelry, contemporary art and Tiffany & Co.’s heritage as part of the brand’s new global retail concept, first introduced at The Landmark in New York in 2023.
“Utilizing The Landmark in New York as a blueprint, we’ve unveiled our elevated design concept across the globe,” said Anthony Ledru, president and chief executive officer of Tiffany & Co., who joined the company in 2021 following its acquisition by LVMH. “With our new store concept, now rolling out in Costa Mesa, Milan, Tokyo and other key cities, we are creating environments that embody the Tiffany universe — spaces designed not only to showcase our creations, but to build lasting relationships with clients while engaging new audiences in meaningful, high-visibility locations.”
Art on Display
Reflecting Tiffany’s vision of retail as a blend of jewelry, art, architecture and hospitality, the store’s interior facade features a textured hammered-metal design inspired by techniques once employed by Tiffany silversmith Edward C. Moore, reinterpreting one of the house’s historic craft traditions. At the entrance, visitors are greeted by coastal views inspired by Newport Beach and Laguna Beach, displayed across digital screens by artist Oyoram. A custom light sculpture by architect Hugh Dutton highlights Tiffany’s signature collections, including HardWear, Bird on a Rock, Knot, Sixteen Stone, T and Lock.
California’s influence extends throughout the store with a selection of archival objects tied to the region, including a specimen of morganite from Mesa Grande, Calif., displayed for the first time at a Tiffany & Co. location, on loan from a private collection. Morganite, discovered in Madagascar in 1910 and introduced by Tiffany through then-chief gemologist Dr. George Frederick Kunz, is displayed alongside archival pieces featuring kunzite — a gemstone first identified in California.
Marino, whose New York-based firm Peter Marino Architect was founded in 1978, has designed some of luxury’s most recognizable retail destinations, including The Landmark; Tiffany & Co.’s nearly 13,000-square-foot European flagship in Milan, unveiled in April 2025, and the interiors of the jeweler’s 27,340-square-foot Ginza flagship in Tokyo, which opened in July 2025 as Tiffany’s largest store in Asia.
Marino said the Costa Mesa project was conceived as “more of a Southern California Tiffany,” feeling more relaxed and playful while reflecting the region’s natural surroundings.
“To me, Southern California is all about nature, and we tried to play that aspect up a bit,” Marino said.
The approach extends to the materials and finishes throughout the store. Rather than replicating the silk-lined interiors found in some of his European boutiques, Marino opted for stucco-inspired finishes, ceramic tables, mirrors and other furnishings better suited to Southern California’s climate and abundant sunlight.
“When you come in at your eye level, I put four giant Damien Hirst butterfly paintings, so you’re not forced to immediately have your head turned down to look at jewelry,” Marino said, explaining that the paintings are intended to create an uplifting atmosphere.
The emphasis on art continues throughout the flagship, where works by Hirst, Michelangelo Pistoletto, Vik Muniz and Urs Fischer are displayed alongside Tiffany’s collections. The Tiffany High Jewelry space and the Jean Schlumberger gallery showcase the house’s most exceptional creations, while one of the High Jewelry private salons features a Tiffany Studios lamp and Fischer’s “Tiffany Cosmos.” A dedicated bridal salon and the West Coast’s first Blue Box Café by Daniel Boulud are slated to open at a later date.
“I’ve upped the quotient of giving more to the customer,” Marino said. “There’s more reason to come in, there’s more art to look at, there’s luxurious carpets to step on, and so you feel like there’s a real sensual experience that you can’t get from a computer screen.”
Feeling Happy
His design decisions ultimately serve a broader emotional purpose. “I definitely want a feeling of happiness, joyfulness, and a feeling that you’re in an elegant environment,” he said.
The emphasis on art, architecture and hospitality reflects a broader shift in luxury retail, where clients increasingly prioritize storytelling, personalized service and deeper relationships with brands.
“Luxury clients today expect more than a transactional retail experience,” said Ledru. “They prioritize brands that provide an emotional connection. Clients want authenticity and intimacy when they visit a store, they want to discover the craft, artistry and symbolism of our creations. Today, we provide a storytelling platform and experience that enables a deeper relationship between the client and our brand. As a result, we are confident we are strengthening client loyalty and increasing engagement.”
The opening comes amid growth in Tiffany’s high jewelry business. The U.S. remains the brand’s largest high jewelry market, while a younger, increasingly international clientele is entering the category, often making its first high jewelry purchase in their 40s.
“Since Tiffany & Co. was acquired by LVMH, we have experienced unprecedented success within high jewelry, where sales have quintupled,” said Ledru. “This performance firmly establishes the house’s preeminent standing as a leading creative force in the high jewelry landscape. We believe this remarkable ascent can be attributed to three critical factors. Firstly, the exquisite artistry of our creations, profoundly inspired by the visionary genius of Jean Schlumberger. Each piece reflects a dedication to unparalleled craftsmanship and aesthetic brilliance.”
He went on, “Second, our unwavering commitment to sourcing the most exceptional gemstones. This is exemplified by our prestigious acquisitions, for instance the exceedingly rare Argyle pink diamonds and the illustrious Muzo emeralds, which underscore our dedication to unparalleled quality and rarity. Finally, the enduring strength of our unique brand narrative resonates deeply. With a legacy spanning 189 years, Tiffany & Co. is grounded in a rich history of innovative craftsmanship, inventive spirit, and an unyielding quest for beauty, elements that collectively forge an identity as timeless as our creations.”
The new store also coincides with the release of “Blue Book 2026: Hidden Garden,” Tiffany’s latest high jewelry collection designed by chief artistic officer Nathalie Verdeille. Unfolding in three chapters throughout the year, the 122-piece collection features exceptional gemstones, including kunzite, alongside reinterpretations of the house’s archival motifs.
For Ledru, South Coast Plaza also represents one of Tiffany’s most strategically important markets. According to the brand, the U.S. business remains “very strong,” with “continued growth” through the first half of the year.
“The South Coast Plaza market represents one of the most important luxury consumer ecosystems in the United States, driven by a highly affluent and globally aware Orange County clientele,” said Ledru. “What makes this market unique is that clients are not simply purchasing products; they are buying into exclusivity, service and experience. The client base spans established high-net-worth individuals loyal to heritage maisons, alongside younger aspirational luxury consumers who are highly digital, trend-sensitive, and motivated by experiential retail and limited-edition product culture. Notably, the Segerstrom family has cultivated a long-standing and authentic connection to the local community.”
The executive said Tiffany’s nearly 40-year partnership with the Segerstrom family, owners of South Coast Plaza, reflects a shared commitment to long-term investment, quality and client service.
“I’m thrilled to celebrate our new South Coast Plaza presence, a testament to our decades-long collaboration with the Segerstrom family,” said Ledru. “This partnership is particularly meaningful as our core values are perfectly aligned. From Henry’s bold and tenacious vision in the 1960s to Elizabeth and Anton’s current leadership, the family have consistently prioritized a long-term outlook, an exceptional visitor experience, and unwavering commitment to support the local community — principles perfectly mirrored by Tiffany & Co. and LVMH.”
He continued, “We see parallels with other successful iconic, family-owned luxury retail destinations. Whether it’s the Whitman family’s meticulous curation of Bal Harbour Shops, or Craig Robins’ visionary development of the Miami Design District or Frank Castagna’s evolution of Americana Manhasset, which transformed an entire neighborhood, there’s a common thread. These are not simply commercial ventures; they are businesses guided by individuals and families who prioritize a consistent brand identity, a coherent vision, and a dedication to enduring long-term value over short-term gains.”
“South Coast Plaza is one of the most important markets in the U.S. for high jewelry and Peter Marino’s design sets the stage for Tiffany’s extraordinary high jewelry collection and rarely seen archival pieces that make this store a true destination,” said Anton Segerstrom, partner at South Coast Plaza.
Segerstrom also noted that Tiffany has been a cornerstone of the shopping center’s luxury mix since 1988, adding that the new flagship further strengthens the center’s luxury offering. Founded in New York in 1837, Tiffany now operates 356 stores globally, including 89 in the U.S. and 15 in California, and employs more than 14,000 people.
The South Coast Plaza opening comes amid continued investment by Tiffany. In March, the jeweler named Natalie Portman its newest global brand ambassador, joining Anya Taylor-Joy, Greta Lee, Mikey Madison, Chase Sui Wonders and Rosé. Tiffany is also preparing to open a new Marino-designed flagship on Rodeo Drive in Beverly Hills.
According to the brand, “The revitalization of South Coast Plaza and the upcoming Rodeo Drive project are a testament to our confidence in the long-term potential of the California luxury market.”
Of long-term brand growth, Ledru said: “We’ve strategically focused on new store openings and renovations where we can connect with our loyal client base and maximize our reach in higher traffic area. We take a specialized approach in each market, honoring the unique heritage and traditions of each country. This approach allows us to maintain Tiffany & Co.’s iconic aesthetic while celebrating the distinct desires and values of each city.”
