The Dallas-based retailer predicts a hot summer in 2022, at least when it comes to curated experiences leading to sizzling sales numbers. Launching this week includes three key pop-ups and an exclusive announcement of more to come in its retail activations geared towards an endless summer of unique merchandise with a European twist.
Loewe will have a pop-up in Beverly Hills in May, and Prada will have them in Dallas and San Francisco. The retailer shared with Forbes exclusively plans for additional partnerships this summer. An exclusive Valentino Escape collection and installation will be unveiled on the NorthPark site, and Burberry is working exclusively with Neiman Marcus in the US to launch an upcoming partnership.
Kicking off the curated boutique in stores is Loewe X Paula’s Ibiza for a return engagement, at Neiman Marcus Beverly Hills, with smaller activations in select stores May 5-23rd. For the uninitiated, Loewe X Paula’s Ibiza is the easy-to-wear evening swimsuit from the Spanish luxury brand. The collection debuted last year and is designed to be completely unisex, a nod to the personal freedom, liberation, hedonism and sensuality that The Mediterranean island is known for.
Dubbed “La Playa”, 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 enjoy complimentary manicure and nail art, custom cocktails by a mixologist Imogen Kwok at Bar on 4, exclusive one-on-one shopping experiences, art installation and limited edition vinyl record collection in collaboration with Amoeba Records Store.
“Our customers are ready to travel again this summer, having fun with shopping experiences and expressing their joy in their style. We continue our special partnership with Loewe through an exciting and exclusive LOEWE x Paula’s Ibiza immersive installation that channels the playful carelessness of summer in Ibiza. The dynamic ready-to-wear and accessories in this collection transport visitors to our Beverly Hills, Spain store through the unique experience of La Playa,” said Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus.
For the Italian version of summer, the holiday-inspired Prada Tropico retail installation will debut in two key Neiman locations, Dallas NorthPark and San Francisco. The pop-up follows Prada Coast’s successful experiment last year.
In Prada’s contemporary “pop” aesthetic, atmospheric windows and displays depict a trippy landscape with a tree made up of hundreds of Prada hats in the form of leaves and flowers. The graphic installation is meant to draw viewers into an “ethereal destination”, according to a statement.
The ready-to-wear, accessories and footwear collection features flowing silk blouses, terry-effect knits, pajama-inspired sets, skirts of all lengths and casual menswear in bright primary colors paired with neutrals was designed to channel a “sense of finding paradise,” according to a release.
In addition to the pop-up experience, VIP guests will be invited to invite-only events, including brunch and cocktail reception, at both locations to celebrate the collection. The Prada Tropico collection will be available at Neiman Marcus NorthPark in Dallas from May 11 to June 1 and at Neiman Marcus San Francisco from May 19 to June 8.
“Our customers come to us for conservation, exclusivity and extraordinary luxury experiences. With the success of Prada Outdoor Coast last year, we are excited to continue as the exclusive US partner for this season’s experiential launch. from Prada Tropico,” Todorovich continued.
Prada Tropico uses immersive and eye-catching visuals throughout the installation that release carefree vacation memories and the joy of retro fashion. We believe that relationships and connection with our customers are more important than transactions, and that curation and unique experiences are more inspiring than endless assortments.”