The day of Tiffany & Co’s cocktail event to celebrate the launch of their interactive photo blog, “True Love in Pictures,” New York Magazine’s The Cut blog ran a story that made it seem as though getting into the event may be a little tougher than I initially thought. Bearing that in mind, I made my way to the Fifth Avenue flagship at 7:30 P.M. on the dot. As I should have expected, I wasn’t the only one perfectly punctual and the line was already snaked around the block; luckily the 25 minute wait in the cold was well worth it once inside.
The event was hosted by The Sartorialist's Scott Schuman and his girlfriend, Garance Dore, the duo that curated the photo blog, and retro portable slideshow cameras with images selected by the pair were scattered around Tiffany’s main floor for guests to see what all the hype was about. The idea is that the images that the couple selected will inspire users to upload their own photos using a special filter application available on the iTunes store. Instagram users can participate by adding a #truelovepictures hashtag to their entries.
A chic Tiffany blue photobooth was also set up on the main floor for couples to take photos and upload them to the site. Photobooths were also installed in Tiffany stores at Old Bond Street in London and at the Ginza boutique in Tokyo and, because love can make a person hungry, the event was catered by Food Network favorite Marcus Samuelsson’s restaurant Red Rooster. Among the hors d'oeuvres served to the very fashionable crowd were spiced spinach tarts, gravlax fennel salad, shrimp tostada, goat cheese and tomato with country ham, corn bread with tomato jam, whiskey fudge macadamia nuts, and caramelized pear tart, all of which could be enjoyed while ogling the famed jeweler’s baubles (and yes, there were a few people who took the opportunity to do some after hours shopping…). My favorite case? The Frank Gehry one where Beyonce’s sister Solange set up shop to DJ the event.