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Tiffany's Courts Downtown Shoppers with Chelsea T Train Car

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Photos: Driely S. for Racked

A gallery space in Chelsea isn't exactly where one would expect Tiffany & Co. to hold a major celebration for their new collection—which is exactly why they chose it. For the first time in its 177-year history, the jeweler has hired a female design director, Francesca Amfitheatrof, and her debut line as grand poobah is a bold one: Instead of focusing on gems, the Tiffany T collection is all about architectural metalwork.

The connection between the the name and the forthcoming Second Avenue T train is part happy coincidence and part strategic: As a north-southbound train, it mirrors Tiffany's attempt to conquer the "the cool, downtown It girl," staff told Racked during a preview. It also doesn't hurt that the T train's color will be light blue.

Today and tomorrow from 11am to 5pm, visitors to the gallery at 545 West 22nd Street can step inside a Tiffany-fied T train car, where the collection, which ranges from $350 rings to a $20,000 bracelet will be available to shop and engrave for free. And because this is 2014, a selfie booth is, naturally, on hand. View the rest of the exhibit in the photo gallery.

Tiffany & Co.

727 5th Avenue, Manhattan, NY 10022 (212) 755-8000 Visit Website