Why just one pop-up of goodies when a rotation of endless delights is a possibility? Bloomingdale’s has merged the concept of pop-up and permanence with The Carousel, a permanent fixture making its debut in New York and California which will host a new experience from a different guest curator every two months. Each experience is focused around a theme rather than a brand.
First up was an Urban Explorer theme in the fall; it came complete with tactical gear, functional fashion and two video walls at the 59th Street flagship store in Manhattan playing continuous loops of New York City views.
“As the retail landscape changes, we continually seek innovative ways to engage our customer,” says Frank Berman, Bloomingdale’s executive vice president and chief marketing officer. “The Carousel allows Bloomingdale’s to regularly offer up new product, new brands and an original immersive experience, all tied to a timely and engaging theme. The rotating shop will provide continual inspiration and guide shopping discovery while bringing a new and different experience with each visit.”
That inaugural experience also included an assortment of TRX gear — as well as free in-store TRX classes. Beyond that, TRX MAPS, powered by Physmodo, provided interactive complete body movement assessments; results included targeted exercise plans.
Just before the holidays, the second iteration of The Carousel @ Bloomingdale’s was Past Made Present, a collection of nostalgic home goods, accessories and collectibles chosen by designer Clare Vivier. Vivier collaborated with Beastie Boy Mike D to design two men’s capsule collections for the pop-up; the installation also included candles, frames, scarves, coats, items from Kodak and in-store games.
Stay tuned to see what pops up next.