Every year before the Spring Festival, it is the time when businesses from all walks of life engage in business wars. Brands have come up with their own unique marketing programs to attract buyers.

　　The outdoor space at Taikoo Li Qiantan includes Louis Vuitton’s Chinese dragon, House of Gaudí’s Christmas tree, and Tiffany & Co.’s crystal bird.

　　LV's Chinese dragon fully respects local culture and has its own brand characteristics.

　　Each Christmas tree at Gaudí’s house is unique, and its combination with the color of macaron brings freshness and liveliness to the winter.

　　Tiffany's crystal bird shines in the sun, extremely bright.

　　However, few people know that the shopping mall was originally born at the World Expo, and Tiffany has an indissoluble bond with the World Expo.

　　A man named Charles Henry Harrod bought a small shop a few hundred meters in the southwest of London's Hyde Park two years before the first London World's Fair (1849). In 1851, the World's Fair Crystal Palace built in Hyde Park welcomed more than 6 million visitors, many of whom entered the store, which brought huge benefits to Harold.

　　A few years later, Harold not only purchased surrounding land to expand the store, but also continued to increase the variety of products. Today, this store is still the most famous department store in London - Harrods.

　　To this day, Harrods is still the largest department store in the UK and the largest department store in the world (equal with Macy's in New York).

Aristide Busicault and Marguerite Busicault and his wife

　　The Le Bon Marché store was launched in 1852, the year after the London World's Fair. This small shop was run by the Boucicaut couple, the husband was Aristide Boucicaut and the wife was Marguerite Boucicaut. At that time, the store continued to receive praise for selling a large number of "Exposition de Brand" shirts, blouses, underwear, suits, towels and other clothing. The use of "Expo" may suggest that the inspiration came from the World Expo.

Le Bon Marché department store

　　Le Bon Marché department store completed the second phase of the store reconstruction project in 1874. Eiffel, who is famous for the Eiffel Tower, also participated in this project. Eiffel was commissioned by his employer to use steel and glass as building materials in this project, and named the store "Crystal Pavilion". The renovated shopping mall resembles the Crystal Palace at the London World's Fair in 1851 and has become a shopping destination.

Christofle silverware booth at the 1867 Paris Universal Exhibition

　　The Boucicaults were inspired by the two World Expos held in Paris, namely the 1855 and 1867 Paris World Expos, and proposed new methods of merchandise display and promotion for the retail industry.

Tiffany's old site map

　　Let’s turn the time back to 187 years ago.

charles louis tiffany

　　On September 18, 1837, Charles Lewis Tiffany and his friend John B. Young founded a stationery and decoration store called "Tiffany & Young" at 259 Broadway Street in New York. This old site is also known as the birthplace of Tiffany.

"Postal Dealers Blue Book"

　　In 1853, at the New York World Expo,"Tiffany & Young", which bought the business rights from its partners, officially changed its name to Tiffany & Co., and exhibited a series of jewelry made from small pearls priced at one thousand dollars.

1867 Paris World's Fair

　　In 1867, at the Second World Expo in Paris, Tiffany exhibited tea set silverware sets, coffee silverware sets and kettle silverware, etc., and won the award in the silverware exhibition area. At a time when the jewelry decoration industry was almost monopolized by Europe, it was clear how rare it was for emerging American jewelry brands to win awards.

Tiffany teapot and vase displayed at the 1876 Philadelphia World's Fair

　　In 1876, at the Philadelphia World Expo, Tiffany continued the success of the second Paris World Expo, exhibiting various silverware including BRYANT vases, which won the award of "Really Excellent"; and also exhibited the Peacock Feather Head accessories. It is said that it is inlaid with more than 600 diamonds on the platinum spring of the headpiece, and a 30-carat golden diamond is inlaid in the center. The overall brilliance is dazzling and breathtaking.

Candelabra displayed at the 1878 Paris World Expo

　　In 1878, at the third Paris World Expo, Tiffany won the gold medal in the silverware exhibition area. Influenced by the Japanese craze at the time, Tiffany adopted Japanese-style concave tableware with Japanese-style accents embellished with floral textures.

Tiffany showroom at the 1889 Paris World Expo

　　The enamel gold flowers inlaid with gems are some of the twenty-four orchid brooches exhibited by Tiffany at the 1889 Paris World Expo. The petals are covered with golden enamel, and the flower stems are inlaid with gems, vividly and skillfully interpreting the noble and elegant nature of the orchid’s verve. The unique realism style sublimates jewelry into art.

　　In 1889, at the Fourth Paris World Expo, Louis Comfort Tiffany, the eldest son of Charles Lewis Tiffany, debuted as a designer and artist, and met with the French artist Emile García. Lai exhibited glass works together, giving full play to his design talents in decorative feather jewelry, colorful glass, and decorative glass. Jewelry and silverware were exhibited under the name of Tiffany & Co., and they won top prizes in the jewelry and silverware exhibition areas respectively.

Portrait of Louis Comfort Tiffany

　　In 1893, at the Chicago World Expo, Louis Comfort Tiffany exhibited a stained glass work that was 23 feet long, 39 feet wide, and 24 feet high (approximately 7.01 × 11.88 × 7.32 meters) in the Arts and Crafts and Manufacturing Products Hall. This artwork, painted with a mosaic of peacock feather patterns, made visitors take off their hats to pay tribute.

Colored glass works

　　The success of the Chicago World Expo made Tiffany's reputation spread like wildfire.

The Tiffany flagship store is completed at the intersection of 57th Street and Fifth Avenue in New York.

　　Mr. Louis Comfort Tiffany loved the intense color exuded by Montana sapphires and introduced them into jewelry designs. Many masterpieces, including brooches and box jewelry, were specially created for the 1900 Paris World Expo, showing the world the colorful splendor of this iconic American gemstone.

　　After participating in the Fifth Paris World Expo in 1900, the St. Louis World's Fair in 1904, and the San Francisco World Expo in 1915, Tiffany exhibited in the Gem Pavilion of the New York World Expo from 1939 to 1940, using multiple diamond arcs surrounding a large "Tiffany Legend" Yellow Diamond" design (worn by Audrey Hepburn).

1933 World Expo Tiffany Collection Necklace (right)

"Tiffany Legend Yellow Diamond"

Audrey Hepburn wears Tiffany diamond necklace

Tiffany launches high-end jewelry series every year and included in Blue Book

　　It can be said that Tiffany has gradually increased the influence of the brand through the World Expo, enabling it to achieve its current achievements.