Bloomingdale’s concept store-within-a-store

US fashion retailer Bloomingdale’s has launched a store-within-a-store concept pop-up in its Manhattan flagship, featuring two floor-to-ceiling video walls which serve to create different environments depending on the store’s ‘theme’.

The “Carousel @ Bloomingdale’s” pop-up initially featured an ‘Urban Explorer’ theme, with bicycle helmets, electronics, person care items and luggage on show to create the aesthetic theme.

Each theme will last for two months, and will have guest experts curating the selection of products tied in.

“As the retail landscape changes, we continually seek innovative ways to engage our customer,” Bloomingdale’s executive vice president and chief marketing officer Frank Berman said.

“The Carousel allows Bloomingdale’s to regularly offer new products, new brands and an original immersive experience, all tied to a timely and engaging theme.

“The engulfing screens create a cocoon-like feel, virtually transporting guests to new destinations, while the combination of unexpected product, unique shopping environment and engaging experiences makes the Carousel like no other pop-up shop in the world.”

The ‘thematic landscapes’ were created by Montreal design studio Float4, whose goal was to create an environment to draw customers in with “awe-inspiring visuals and ambience,” according to Float4 founder and creative director Alexandre Simionescu.

“In a normal retail environment, digital content is typically an add-on that supports existing sales displays and decor. At the Carousel, it is the decor,” Simionescu said.

“Shoppers find themselves immersed in a standalone boutique, surrounded by commodities related to the season’s theme.”

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