LEF x Tiffany & Co.
Participated in the Luxury Education Foundation master class in luxury design and strategy where I got the chance to work with fellow Parsons students and MBA student from Columbia University, on current real life case studies designed exclusively for the master class. I was grateful to be working on the case study presented by Tiffany & Co. We worked closely with the Tiffany executive team on creating a strategy and design solutions.
In compliance with Tiffany & Co.’s request, I may only showcase one of the four proposed design solutions online, the other three remain offline.
Parsons School of Design
& Columbia University
About the case study
Following Tiffany & Co.’s historical success and leadership in the jewellery sector, how can the brand continue to innovate with the rapid developments in technology and capture the rising consumer market of millennials without alienating its other customer profiles? The project’s objective was to evaluate the millennial market and strategise a concept that Tiffany & Co. could implement to build awareness, improve brand perception, and increase customer acquisition and retention among this target segment. After interviewing more than 140 millennials through focus groups, we created a strategy which would allow Tiffany & Co. to interact with millennials on an everyday level through participation, unique tailored experiences, playful interactivity, storytelling, and appealing to emotions.
One of the proposal
One of the four proposed design solutions leverages the brand’s synonymity with New York City, and the city’s grandiosity and exclusivity that keeps everyone dreaming. “Tiffany’s New York City” is a discovery app for native New Yorkers and tourists alike which allows one to discover unique NYC places that are in line with Tiffany’s style and spirit while subtly absorbing Tiffany & Co.’s rich heritage and presence in the city.
At the final presentation, I was awarded the Luxury Education Foundation Scholarship. “The scholarships are awarded to students who exhibit an extraordinary level of leadership and innovation in their work, and whose accomplishments are a testament to their commitment and talent in their fields. We would like to congratulate Maurice Dusault who has demonstrated uncommon maturity, authority and poise in this year' Master Class, on the the Tiffany's team. Maurice is one of the strongest students overall in the BBA program, with a current cumulative GPA of 3.98." — Luxury Education Foundation
Photo courtesy of Luxury Education Foundation