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Saks inaugurates 3D component for 2011 holiday window unveil

November 21, 2011

Saks 2010 holiday lights

Department store chain Saks Fifth Avenue is getting into the holiday spirit and driving consumers in-store by hosting a special 3D light show and ballet performance tonight at its New York flagship location.

The department store will celebrate the debut of its holiday windows and outdoor light show, which will have a 3D component for the first time this year. The 2011 windows were inspired by a children’s book, “Who Makes the Snow,” and will feature one-of-kind, special-edition designer dresses from labels such as Stella McCartney and Alexander McQueen.

“Extending over 12 windows along Fifth Avenue this year, the holiday windows will truly be the largest display in recent history,” said Eleanor Banco, director of public relations and special events at Saks Fifth Avenue, New York.

“The show will be an updated twist on last year’s bubbles theme, joining the traditional Saks snowflakes as festive new symbols of joy and hope,” she said.

Designing for the stars
This year’s holiday light spectacular features the snowflakes and bubbles interacting with each other on the façade of the New York store.

Unique to this year’s light show is a special 3D effect that changes the appearance of the building itself and makes it look as if there is snow gathering on the ledges, bubbles floating out of windows and the entire wall turning to ice.

The digital effects were created by mapping out every detail of the outer walls of Saks on a computer, and were done through a partnership with Iris Marketing.

The snowflake and bubbles theme carries over to Saks’ 2011 holiday windows, which were inspired by the children’s book, “Who Makes The Snow.”

In the book, a little girl searches for the source of the bubbles and snowflakes around Saks.

Saks employed 10 luxury fashion designers to create one-of-a-kind dresses for the themed windows.

The designers include Alexander McQueen, Nina Ricci, Proenza Schouler, Stella McCartney, Haider Ackermann, Naeem Khan, Rag & Bone, Olivier Theyskens, Marchesa and Erdem.

Additionally, one window will feature the Fiat 500 by Gucci automobile, which was designed by Gucci creative director Frida Giannini earlier this year (see story).

Fiat and MasterCard Worldwide are the sponsors for this year’s windows.

Saks 2010 Holiday Windows

Spreading the cheer
Saks is celebrating the unveiling of the holiday windows and the premiere showing of the light show hosting a special in-store performance by the American Ballet Theater tonight at 7 p.m. Eastern Time.

The brand has been tweeting about the holiday window preparation, but has only sent out one blast regarding the time and place of the event.

Indeed, fellow department store Henri Bendel kicked-off holiday season with the first Fifth Avenue window unveiling last week.

Bendel’s in-store celebration featured a special performance by the New York City Rockettes, who inspired this year’s windows (see story).

While not the first, Saks Fifth Avenue is still beating fellow New York department stores such as Barneys New York and Bergdorf Goodman by unveiling its holiday windows today.

“Saks aims to highlight the holidays in a very special way and produce a show with state-of-the-art technology to wow the crowd and get everyone excited for the season,” Ms. Banco said.

“The American Ballet Theater has been our partner on and off for several years and a group that we feel truly epitomizes the holiday spirit with their wonderful performances,” she said.

Final Take
Kayla Hutzler, editorial assistant at Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.