Thinking Outside of the Blue Box

Thinking Outside of the Blue Box


Tiffany & Co. has temporarily painted New York blue — Tiffany blue, of course.

A series of subway stations, coffee trucks and even the city’s iconic yellow cabs bear the immediately recognizable turquoise hue. It’s all very effective Instagram bait for the launch of Paper Flowers, the latest collection from the storied jewelry brand, and the first from chief artistic director Reed Krakoff, who joined Tiffany & Co. last year.

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