The retailer is looking to revamp its brand with interactive store features that are Instagram and social media ready

At first, some might find a vending machine out of place in a store owned by the luxury brand Tiffany & Co. However, in an effort to refresh its image, the jewelry brand has installed just that in its London Convent Garden store.

Shoppers can use the vending machines to purchase Tiffany's latest Tiffany and Co. fragrance. The blue machines themselves are designed as works of art and boast an aesthetic indicative of Tiffany's style.

Richard Moore, the retailer's VP of store design, explained, “We've integrated uniquely playful displays that reflect the wit and humor of Tiffany design to create a one-of-a-kind, experiential destination.” The store will also feature an Everyday Object section as well as a #MakeItTiffany bar where customers can engrave select items from the store.

As brands continue to turn to social commerce and shares to augment their business, Tiffany hopes to make the Convent Garden store Instagram-friendly. The store is now open in London.

Tiffany and Co.

At first, some might find a vending machine out of place in a store owned by the luxury brand Tiffany & Co. However, in an effort to refresh its image, the jewelry brand has installed just that in its London Convent Garden store.

Shoppers can use the vending machines to purchase Tiffany's latest Tiffany and Co. fragrance. The blue machines themselves are designed as works of art and boast an aesthetic indicative of Tiffany's style.

Richard Moore, the retailer's VP of store design, explained, “We've integrated uniquely playful displays that reflect the wit and humor of Tiffany design to create a one-of-a-kind, experiential destination.” The store will also feature an Everyday Object section as well as a #MakeItTiffany bar where customers can engrave select items from the store.