Marketing
Neiman Marcus debuts immersive ‘retail-tainment’ experience
April 25, 2024
Neiman Marcus, in partnership with Balmain, has launched the 'Balmain Beach Club,' an immersive customer activation. The immersive experience is available in 10 stores, online and via remote selling channels, according to a press release.
"Through the distinctive creative lens of Olivier Rousteing, Balmain continues to be the pinnacle of French style with a modern perspective" Lana Todorovich, chief merchandising officer, Neiman Marcus, said in the release. "At our core, we are a relationship business and Balmain Beach Club represents the latest chapter in our longstanding history with the Maison that, time after time, has engaged and delighted our customers."
The partnership supports Neiman Marcus Group's growth strategy to revolutionize luxury experiences by offering an expertly curated product assortment for customers.
The collection is complemented by a full-scale installation in the retailer's Dallas NorthPark store. Through May 5, customers will be transported to a beachfront clubhouse complete with black and white striped umbrellas, lounge chairs, an ivy-covered pergola, and visual details using the Balmain archive print.
The activation is the latest iteration of Neiman Marcus' 'retail-tainment' strategy.
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