The tony Dallas-based retailer is predicting a hot summer in 2022, at least when it comes to curated experiences leading that lead to sizzling sales numbers. Launching this week are three key pop-ups and an exclusive announcement of more to come in its retail activations geared toward an endless summer of unique merchandise with 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 shared with Forbes exclusively plans for additional partnerships this summer. An exclusive Valentino Escape collection and installation will be unveiled at the NorthPark location, and Burberry is working exclusively with Neiman Marcus in the U.S. to launch an upcoming partnership.
Kicking off the curated shop in shops is Loewe X Paula’s Ibiza for a return engagement, at Neiman Marcus Beverly Hills, with smaller activations at select stores from May 5 to 23rd. For the uninitiated, Loewe X Paula’s Ibiza is the Spanish luxury brand’s warm weather, easy-to-wear party beachwear. The collection debuted last year and is designed to be completely unisex, a nod to the personal freedom, liberation, hedonism, and sensuality 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 take in a complimentary manicure and nail art, custom-curated cocktails by mixologist Imogen Kwok at Bar on 4, exclusive one-on-one shopping experiences, an art installation piece, and a limited-edition collection of vinyl records in collaboration with Amoeba Records Store.
“Our customers are ready to travel again this summer, have fun with shopping experiences, and express joy in their style. We continue our special partnership with Loewe through an exciting, exclusive LOEWE x Paula’s Ibiza immersive installation that channels the carefree playfulness of summer in Ibiza. This collection’s vibrant ready-to-wear and accessories transport our Beverly Hills store visitors to Spain through the one-of-a-kind La Playa experience,” said Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus.
For the Italian take on summer, the vacation-inspired Prada Tropico retail installation will debut in two key Neiman’s 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 portray a trippy landscape complete with a tree comprised of hundreds of Prada hats as leaves and flowers. The graphic installation is meant to draw viewers into an “ethereal destination,” according to a release.
The collection of ready-to-wear, accessories, and footwear consists of flowing silk blouses, terry-effect knitwear, pajama-inspired sets, skirts of all lengths, and casual menswear in bright primary colors paired with neutrals was designed to channel a “feeling of finding paradise,” according to a release.
In addition to the pop-up experience, VIP guests will be invited to invitation-only events, including a brunch and cocktail party, 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 curation, exclusivity, and extraordinary luxury experiences. With the success of last year’s Prada Outdoor Coast, we are excited to continue as their exclusive U.S. partner for this season’s experiential launch of Prada Tropico,” Todorovich continued.
Prada Tropico uses immersive, eye-catching visuals throughout the installation that unlock carefree memories of vacation and the joy of retro fashion. We believe that relationships and connection with our customers are more important than transactions, and curation and unique experiences are more inspiring than endless assortments.”