Neiman Marcus and Hypebeast launch first virtual showroom

By

Jennifer Braun

Published
Sep 22, 2021

Neiman Marcus has partnered with Hypebeast to launch the first-ever shoppable, virtual showroom featuring exclusive footwear from 11 luxury brands.

Launching as part of its fall campaign, dubbed 'Re-Introduce Yourself’, the online campaign concept gives Neiman Marcus shoppers and Hypebeast readers access to an elevated e-commerce experience that reimagines remote shopping.

The virtual showroom is described as “a convergence of online shopping and editorial storytelling,” and features top brands in footwear: Alexander McQueen, Balenciaga, Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Maison Margiela, Moncler, Off-White, Versace and Giuseppe Zanotti.

As part of the partnership, each brand designed one-of-a-kind styles exclusive to Neiman Marcus for the initiative, which are each displayed with accentuating lighting and compositional angles within the clean and minimal CGI environment. 

Customers are invited to enter the space and explore every pair with interactive navigation and shoppable annotations calling attention to the sneakers' unique design details. 

For the launch, the 11 styles are set to be released exclusively on Neimanmarcus.com. Additionally, select styles will be available at all 37 Neiman Marcus stores, where style advisors will be prepared to offer their distinctive luxury sales services.

"We are experiencing extraordinary growth in our luxury business overall with men's as one of the standout categories and Neiman Marcus continues to focus on creating magic for its customers with one-of-a-kind experiences and products," said Lana Todorovich, president and chief merchandising officer, Neiman Marcus. 

"This opportunity is both innovative and exciting for Neiman Marcus and Hypebeast – it's allowed us to reimagine what the future of e-commerce looks like while bringing the best of both worlds together and offering access to our top luxury brands who specifically created exclusive shoe styles for our customers.”

She added: "As this space evolves, so does our larger strategy as a multi-channel luxury retailer to provide the most unique and engaging experience in our physical, digital and remote selling environments. We are excited to work with Hypebeast as a forward-thinking partner to explore the future of integrated luxury retail at Neiman Marcus.”