On September 8, Tiffany & Co. inaugurated a new Blue Box Café in Costa Mesa, Californie, located in the new South Coast Plaza boutique, at 3333 Bristol Street. L'espace stands as the only Tiffany & Co. café on the American west coast. Its menu was signed by Michelin-starred chef Daniel Boulud.
This opening is part of a tightly packed sequence. Mi-juin, a Blue Box Café had opened in Hong Kong, in the Causeway Bay district (Lee Gardens). A month later, a location opened in Singapour, at ION Orchard, a first for the concept in Asie du Sud-Est. Trois openings within a few months reflect a clear acceleration of this format.
A concept born in 2017, now globalized
The Blue Box Café first appeared in November 2017 within the historic flagship on the Cinquième Avenue, in New York. It crossed the Atlantic in February 2020, with a first European location at Harrods, in Londres. Dubaï and Taipei followed in late 2023, then Tokyo in the summer of 2025.
This expansion is part of the strategy of LVMH, owner of Tiffany & Co. since January 2021, which has considerably strengthened the culinary diversification of its Maisons in recent years, as seen with the Louis Vuitton and Christian Dior restaurants. L'ambition shared across the group is to turn a visit to the boutique into an immersive experience capable of enriching the retail journey, or even generating its own draw.
Chaque Blue Box Café relies on powerful storytelling, rooted in its connection to the opening scene of the film Breakfast at Tiffany's, released in 1961, in which Audrey Hepburn gazes at the New York window display, coffee in hand. This cinematic heritage finds its place at the table: a breakfast offering is systematically placed at the heart of the menus.
