Tiffany&Co has doubled down on the advertisement’s centerpiece, Basquiat’s 1982 painting “Equals Pi” with Advent Calendar

The exterior of the 2021 Tiffany & Co. Advent Calendar featuring a print of Jean-Michel Basquiat’s 1982 artwork Equals Pi. PHOTO: COURTESY TIFFANY & CO.; ART: ©THE ESTATE OF JEAN-MICHEL BASQUIAT

As part of the recently launched Love Campaign led by Beyoncé and Jay-Z, Tiffany & Co. redoubled its focus on the centerpiece of the ad, Jean-Michael Basquiat’s 1982 painting Equal Pi, creating a limited series of festive themes around it. The luxury jeweler has unveiled the 2021 edition of its annual Advent calendar, a four-foot wooden cabinet that holds 24 boxes in the signature blue crimson egg hue, featuring a painting reproduced on the front of the cabinet.

Inside, each gift box is filled with designer pieces, including jewelry from various collections such as Tiffany HardWear, Tiffany T1, and more. The calendar is available in limited quantities and costs an impressive $ 150,000.

For nearly 40 years, Equals Pi (1982) remained in private hands and went largely unnoticed by the public. Before appearing in the new Tiffany`s campaign in August, the painting, which features the artist’s recognizable skulls and scrawled text and contrasts in shade with Tiffany Blue, belonged to two other jewelry moguls, Italian designers Alberto and Stefania Sabbadini, who acquired it in 1996 at Sotheby’s in London for almost $ 253,000.

The painting is reportedly now owned by Bernard Arnault, owner of LVMH, Tiffany’s parent company, and one of the best art collectors in the world. In a statement, Tiffany said the idea for the calendar pays homage to the late artist’s habit of painting on ordinary surfaces (other works were done on doors in patrons’ homes).

The press release said that  Jean-Michael Basquiat painted on everyday objects such as windows, doors, and refrigerators, reconstructing objects with cardboard, plywood, and other materials. The campaign was “an homage to the artist’s use of unconventional materials.”

As part of its broader Basquiat painting campaign, Tiffany’s is promoting its long-standing ties to the New York art world, aiming to modernize its image since LVMH acquired it earlier this year. The art world has transformed Basquiat’s art into a luxury brand (often over seven figures in auctions), and it looks like Tiffany’s is looking to go even further.

No jewelry firm is more legendary than Tiffany. Tiffany & Co is a quality that has passed the test for years. The products of Tiffany are reflected in famous films and throughout modern culture for good reason.

Foundation and first profit

Founder of the future jewelry empire.

The history of the jewelry company began when school friends decided to open a small stationery shop. On their first day, founders – Charles Tiffany and John Young received only $ 5, but they were not upset. To open the store, the manufacturer’s son Charles borrowed money from his father, who would have thought that the idea would pay off so quickly.

Friends immediately introduced the newest ideas into their activities. The owners of Tiffany & Co. abandoned the usual trade in the store.

Tiffany Jewelry produces only the best quality goods, so no market trades or credit purchases. The condition was tough for the shops of that time, but friends paid off. That helped the store to earn the respect of wealthy customers.

Soon, Charles Tiffany realized that the Tiffany jewelry brand needed its own branded attributes that would be remembered by customers and would make the store stand out in the market. The founders chose the mint-colored packaging. And for 180 years it has been the company’s trademark.

But you won’t earn much on haberdashery and office supplies, you need something larger. Then the founders decide to start selling jewelry.

It was decided that Tiffany jewelry would stand out thanks to its exceptional quality. The company was the first to set the famous 925 sterling silver standard. It differs in that only 75 of its shares are accounted for by other metals. Because of this, silver becomes stable but malleable.

So the material appeared, but the design of the goods still had to come. The brand’s jewelers decided not to return to the Victorian jewelry design adopted at that time, but to create their own. The updated design was inspired by nature. It looked original and didn’t look like any jewelry before.

Now the brand’s designers are bringing a new style to their collections. The brand is faithful to the original traditions but strives for freedom. Tiffany creates jewelry for all ages and occasions. Tiffany jewelry has long been a luxury on the market. Today the brand remains one of the market leaders.


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