The tony Dallas-based retailer is predicting a hot summer in 2022, at least when it comes to curated experiences that result in sizzling sales. Launching this week are three major pop-ups and an exclusive announcement of more retail promotions geared towards an endless summer of unique merchandise with a European flair.
Loewe will have a pop-up in Beverly Hills in May, and Prada will have them in Dallas and San Francisco. The retailer, exclusively shared with Forbes, is planning more partnerships this summer. An exclusive Valentino Escape collection and installation will be unveiled at the NorthPark location and Burberry is exclusively collaborating with Neiman Marcus in the US to launch an upcoming partnership.
The curated shop-in-shop kicks off with Loewe X Paula’s Ibiza for a counter-engagement at Neiman Marcus Beverly Hills, with smaller activations in select stores May 5-23approx. For the uninitiated, Loewe X Paula Ibiza is the Spanish luxury brand’s easy-to-wear warm-weather party swimwear. The collection debuted last year and is designed to be entirely unisex, a nod to personal freedom, liberation, hedonism and sensuality Mediterranean island is known for.
Under the La Playa name, shoppers will find colorful and playful ready-to-wear, denim, crochet styles, woven straw handbags, cocktail-themed accessories and a new fragrance called Loewe Paula’s Ibiza Eclectic.
Guests can also take advantage of complimentary manicures and nail art, as well as custom cocktails by bartenders Imogen Kwok at Bar on 4, exclusive one-to-one shopping experiences, an art installation and a limited edition vinyl collection in collaboration with Amoeba Records Store.
“Our customers are ready to travel again this summer, enjoy shopping experiences and express joy in their style. We continue our special partnership with Loewe through an exciting, exclusive immersive installation by LOEWE x Paula’s Ibiza, channeling the carefree playfulness of summer in Ibiza. The vibrant ready-to-wear clothing and accessories in this collection transport visitors to our Beverly Hills stores to Spain through the unique La Playa experience,” said Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus.
For the Italian take on summer, the holiday-inspired retail installation Prada Tropico will debut in two key Neiman locations, Dallas NorthPark and San Francisco. The pop-up follows last year’s successful Prada Coast experience.
In Prada’s contemporary “pop” aesthetic, windows and atmospheric displays depict a trippy landscape, complete with a tree made up of hundreds of Prada hats for leaves and flowers. The graphic installation aims to draw viewers into an “ethereal destination,” according to a press release.
The ready-to-wear, accessories and footwear collection consists of floaty silk blouses, terry effect knitwear, pyjama-inspired sets, skirts of all lengths and relaxed menswear in bright primary colors paired with neutral tones. feeling of finding paradise,” says a press release.
In addition to the pop-up experience, VIP guests will be treated to invitation-only events at both locations, including a brunch and cocktail party to celebrate the collection. The Prada Tropico collection is available from May 11th to June 1st at Neiman Marcus NorthPark in Dallas and from May 19th to June 8th at Neiman Marcus San Francisco.
“Our clients come to us for curation, exclusivity and exceptional luxury experiences. Following the success of last year’s Prada Outdoor Coast, we are excited to continue to be their exclusive US partner for this season’s experimental launch of Prada Tropico,” Todorovich continued.
Prada Tropico uses immersive, eye-catching graphics throughout the installation, releasing lighthearted vacation memories and the joy of retro fashion. We believe that relationships and connections with our customers are more important than transactions, and that curation and unique experiences are more inspiring than endless assortments.”