Tiffany & Co. at Italy Pavilion, Shanghai Expo Park — Tiffany Blue Book Out of the Blue Launch (2023)

The Italy Pavilion in Shanghai’s Expo Park hosted the launch of Tiffany’s Blue Book Out of the Blue high jewellery collection.

The venue

The Italy Pavilion is a former national exhibition pavilion in Shanghai’s Expo Park. It sits within the post-Expo event district in Pudong, among retained pavilions and public spaces. The building offers enclosed gallery-style halls suited to exhibitions, ceremonies and temporary installations, with interior volumes that can be divided into separate presentation areas and controlled lighting conditions.

How the space was used

For the launch, the hall was divided into two connected presentation areas, “Out of the Blue” and the “Secret Realm.” Blue light, dark surfaces and wave-like irregular lines formed a deep-sea setting around the jewellery displays. Circulation moved visitors from one zone to the next, with the collection shown in vitrines and open displays rather than on a conventional stage.

Why it works here

An enclosed exhibition pavilion suits a high jewellery launch because it gives the display a controlled interior, a clear entry and a sequence of rooms that can separate guest movement from viewing. Its post-Expo event setting also places the activation within a district already used for temporary cultural and brand presentations.