Bergdorf Goodman’s 111th Anniversary Celebrations
New York department store Bergdorf Goodman will celebrate 111 years in retail this autumn with a slew of new department openings, innovative visual merchandising displays and limited-edition designer collections.
Kicking off on September 4 2012, additions to the historic Fifth Avenue store will include a Christian Dior beauty shop, a Modernist Lab showcasing the most directional designer collections, and the first US shop-in-shops for Valentino and The Row, designed by US actresses-turned-designers Mary-Kate and Ashley Olsen. An expanded Little BG children's area, complete with candy bar, and two revamped shoe salons will also be part of the launch, designed to incentivise consumers to visit Bergdorf’s only bricks-and-mortar store.
As well as the promise of a ‘special surprise’ for the store’s facade, the in-store spectacle will feature fields of lavender lining the halls and escalators, echoing the store’s signature colours, and a bamboo and orchid installation designed by Belgian artist Daniel Ost on the main floor. Even Bergdorf’s iconic black-and-white shopping bags and packaging have been redesigned in honour of the milestone.
More than 100 high-profile fashion and accessories designers – including Spanish luxury brand Loewe, Manhattan-based designer Jason Wu and Italian giants Gucci – have created exclusive one-off merchandise for the event. The celebration also includes the release of a new book and a 90-minute documentary, both titled Scatter My Ashes at Bergdorf Goodman. They give a behind-the-scenes glimpse of the famous store and collate customers’ memories of shopping there through the decades.
For more on how department stores are re-strategising to ensure their bricks-and-mortar platforms remain relevant, see our report, The Selfridges Effect. For additional information on how smart brands are using their heritage to best effect, see 21st Century Archives: Wising Up to the Heritage Economy.