Following last year’s highly successful and exclusive Balmain x Barbie collaboration at Neiman Marcus, the Dallas-based retailer has launched an all-new exclusive collection and immersive activation with Balmain called “Summer Set.”
A mini-tennis court has been installed at Neiman Marcus NorthPark for Balmain’s Summer Set installation.The 2,000-square-foot immersive activation plays off the nostalgic sportswear theme, and the merchandise is juxtaposed with the tennis court in an eye-catching boutique space meant to embody the luxe spirit of the French heritage brand.
The installation on Neiman’s ground floor, which went in April 19, will remain through May 8. The collection is amplified digitally through a full 360-degree marketing campaign across the retailer’s website, app and social channels. “It was extraordinarily successful with them, most categories sold out completely. I believe handbags sold out within four days,” said Todorovich. “We had more than 192 million impressions digitally. It was the most watched reel on Instagram in the history of Neiman Marcus. We had some tall orders here with the second installation with Balmain,” she said.Courtesy of Neiman Marcus
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