Tiffany & Co has turned New York City’s yellow cabs to the jewellery brand’s trademark eggshell blue.

Seven locations across the city have also been given the blue treatment, inspiring an Instagram scavenger hunt.

The move celebrates chief artistic officer Reed Krakoff’s first jewellery collection for the label, themed around the iconic moment from the movie Breakfast at Tiffany’s in which Audrey Hepburn’s character stands in front of the store’s window with a coffee and croissant.

The Atlas clock at the Fifth Avenue flagship store has also been transformed into a digital screen featuring behind-the-scenes footage and vignettes from a campaign film.

Several subway stations and spots have also been made over in the same shade.