The American jeweler is currently kicking off “Constellation of Love”, a series of activations carried out in key locations in Abu Dhabi. An unprecedented operation, both in terms of its scale and its duration, on a strategic market.
Tiffany & Co. and the takeover d’Abu Dhabi
It’s not just red and gold that are popular at the end of the year festivities. At nightfall, the capital of the United Arab Emirates is adorned with shades of blue. Initiated in collaboration with the Abu Dhabi Retail program managed by the Abu Dhabi Investment Office (ADIO), “Constellation of Love” aims to impose the chromatic but also cultural imprint of Tiffany & Co. during this strategic period of the retail calendar.
Deployed for more than a month, from December 4 to January 10, 2025, the operation combines illuminations, installations and immersive experiences within sites with high visitor potential. Among them, the Marina Mall shopping center, the Bassam Freiha Art Foundation and the green spaces of Jubail Mangrove Park and Umm Al Emarat.
-Depending on the location, the brand also offers staged showcases, exhibitions, the intervention of storytellers or even tea time, such as the Four Seasons Abu Dhabi hotel. L‘Abu Dhabi Global Market Square welcomes a tree decorated with the bird Bird on a Rock imagined by designer Jean Schlumberger in the mid-sixties.
Ce takeoverwhich takes place in parallel with the launch of the illuminations of the New York flagship of Tiffany & Co. on Fifth Avenue, is part of a strategic territory: according to a study carried out by Euromonitor, the luxury goods market in the United Arab Emirates should weighing some 4.19 billion dollars in 2024 and reaching 5.39 billion by 2029.
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