The store is located at a crossroads in the northern section of the Taikoo-Li Sanlitun, where luxury brands predominate. To take advantage of its location, the façade is adorned with translucent, textured glass fins that rise vertically up the full four-storey height of the building. With their gently curved edges, these responsibly recycled and locally manufactured fins give the façade an elegant, fluid form. In order to design this shape, MVRDV took cues from the Bone Cuff by Elsa Peretti®.

At night, the glass – already carefully selected for its natural blue tone – is illuminated in Tiffany & Co.’s iconic Tiffany Blue®, giving the store a diffuse glow. To ensure an elegant appearance, lighting modules are built directly into the specially designed brackets that hold the glass fins, minimising the presence of hardware that might distract from the subtle light effects created by the glass.