A hall of Magic Mirrors invites Shanghai to try on Tiffany & Co.’s archival collection in honor of the brand’s 175th Anniversary.

For legacy luxury brand Tiffany & Co.’s 175th Anniversary, the company wanted to share its most precious and iconic jewelry with the public. But with individual pieces valued between one and five million dollars, the brand needed a creative solution. Tiffany reached out to design consultancy 2 x 4, who brought in Patten Studio’s team of artists and technologists to give visitors an augmented reality encounter with the brand’s archival collection.

At the heart of the Tiffany Diamond Pavilion brand activation in Shanghai, China, visitors discovered six Magic Mirrors. Upon approach, the necklace on display levitated until it appeared to rest on the visitor’s neck. Visitors then had the opportunity to share a selfie on Weibo. Patten Studio designed custom software to enable this interaction, using 3D cameras and face-tracking technology.

The Tiffany Diamond Pavillion was met with enthusiasm when it opened at the Grand Gateway Shanghai. The Magic Mirrors facilitated an exciting and intimate brand encounter between Tiffany & Co. and millennial Chinese consumers. Additionally, selfies with the jewels, shared on Weibo, helped the brand to generate social media impressions that reached far beyond the physical activation.