Bergdorf Goodman and Marie France Van Damme launch pop-up in New York
The pop-up is set to run from May 27 through June 30. Known for her luxury resort, swim, and ready-to-wear pieces, Van Damme will bring her summer 2019 collection to the shop, with key pieces including summer dresses, evening wear, metallic swimsuits, and silk caftans.
“[The collection] is about featherweight pieces that can be worn from morning to evening, that are easy to pack and to care for,” said Van Damme. “I call it the ‘jet-set jet-pack.’ Wear a caftan at the beach in the afternoon, wear it with chunky jewels and killer heels for meetings in the city or chic rooftop cocktails and dancing at night. Our pieces have a wear-anywhere appeal from New York to Miami, Portofino to Dubai.”
According to a press release, the temporary shop’s interior design was inspired by the aesthetic of the 1950s jet-set era, the Splendido hotel and Hotel du Cap. Decorated with silver coated palm trees, inflatable buoys, and branded metallic beach bags, the pop-up is set to transport shoppers to a fantasy beach made to compliment Van Damme’s vacation-ready pieces.
The shop comes as many old-school department store companies strategize to join the digital era, where experiential initiatives and visual pop-ups perform well among social media-savvy consumers. Earlier this year, Macy’s launched its own Instagram-friendly effort through its new ‘Story’ concept shop, while fellow department store Neiman Marcus added new hires to its retail experience executive team.
The Marie France Van Damme pop-up will be located on the sixth floor of Bergdorf Goodman. Pieces from Marie France Van Damme are typically priced between $300 and $2,000. The two partners will boost the launch with a series of special events, including an exclusive trunk show from the designer.
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