Ahead of the Chinese New Year, Tiffany & Co. has illuminated the exterior of its Beijing Sanlitun flagship store with “Chinese Red,” the first time the brand has used the culturally symbolic color for this purpose. The lighting transforms the façade of the Taikoo Li Sanlitun store, designed by architecture firm MVRDV. Inspired by the fluid lines of Elsa Peretti’s classic Tiffany designs, the layered, fin-like glass structure glows in the night, resembling a traditional red lantern. The installation is part of the surrounding “Awakening Lion Party” New Year festivities in the retail district.

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