U.S. jewelry brand Tiffany & Co. has announced a collaboration with American artist Daniel Arsham to launch a sculptural series called Blue Box, Circa 3021.
The series re-imagines Tiffany’s iconic blue boxes, made of bronze with an eroded look, to show what they would look like if they were left in the distant future.
Arsham says, “I’m always drawn to things that are instantly recognizable as culturally iconic, and Tiffany’s blue boxes fit that criteria. With this design, I wanted to make them look very different from how they were originally designed, and by showing how they will look centuries from now, to reflect that these are objects that are representative of our time and will live on for a long time.”
The series features 49 different shapes of box sculptures. The box also houses a limited-edition white gold Tiffany bracelet accented with tsavorite. It was Tiffany who gave its name to this stone in the 1970s, and its color is one that Daniel Arsham often uses in his work.
The collection also comes with a special carrying case to safely transport the sculptures.
The Blue Box, Circa 3021 collection will be officially available at Tiffany’s New York flagship store beginning September 9.
Daniel Arsham was born in Cleveland, USA and currently lives in New York. He founded a film company called Films of the Future in 2014 and has worked on films with German sports group adidas.
His artwork is diverse, and a large part of it has a similar theme to this Blue Box, Circa 3021 collection: imagining what modern objects will look like in the distant future. Other luxury brands he has collaborated with include Dior, Byredo and Rimowa, among others.
In January, LVMH acquired Tiffany, the 184-year-old American jeweler, for $15.8 billion, the largest acquisition ever in the luxury industry. The new owner said it plans to overhaul Tiffany’s brand image.
In July, Tiffany launched its latest advertising and marketing campaign with the theme: “Not Your Mother’s Tiffany,” featuring models in casual denim and tank tops with unadorned hair and makeup in a plain The campaign was shot in a rustic studio. It was a sharp departure from Tiffany’s past image and generated a lot of buzz. In August, they invited American diva Beyoncé and her husband, rapper Jay-Z, to join them in the campaign “About Love”.