TIFFANY & CO. × TIONG BAHRU BAKERY

Reimagining an iconic brand ritual for a new generation

For the Singapore launch of Tiffany & Co.’s Paper Flowers collection, the opportunity was bigger than introducing new jewellery. We wanted to make Tiffany culturally relevant to a younger, socially connected generation of luxury consumers while retaining the status and magic of the brand.

We took one of Tiffany’s most iconic cultural associations — Breakfast at Tiffany’s — and reinvented it for modern Singapore, partnering with cult local institution Tiong Bahru Bakery and bringing the idea to life across the city, including Singapore’s famous Orchard Road.

The partnership became the centre of an integrated cultural launch spanning experience, creators, influencers, earned media and VIP programming. We deliberately built relationships with a new generation of influential, entrepreneurial women who embodied a more modern idea of the Tiffany customer: successful, independent and buying luxury on her own terms.

The campaign demonstrated the commercial power of translating heritage through contemporary culture, contributing to a 42% sales uplift.

Creative Strategy · Cultural Partnership · Influencer Strategy · Experiential · Integrated GTM