The Fifth Avenue store activation coincides with the premiere of the Max Original television show’s third season on May 29. Image courtesy of Saks U.S. retailer Saks is celebrating a staple of popular culture.
The New York flagship has revealed its collaboration with the team behind the television series “And Just Like That…,” a Max Original spinoff of the beloved HBO drama “Sex and the City.” Now live at Saks Fifth Avenue, the partnership takes the form of multiple tech-forward, immersive window displays that merge fashion, technology and iconic items from around the Big Apple ahead of the show’s Season 3 premiere on May 29.
Styled storytelling
The new window installations are inspired by the series’ characters and their memorable moments and outfits.
One of the displays takes the famed blue Manolo Blahnik heels belonging to Carrie Bradshaw, the character played by American actress Sarah Jessica Parker, and reinterprets them with a free-hanging sculpture made of disposable NYC coffee cups. Another builds the character’s wedding dress from newspapers and MetroCards.
Multiple displays showcase moving imagery, such as a recreation of a New York City bar that zooms in on a pink cosmopolitan cocktail, using digital screens. Image courtesy of Saks
Select windows spotlight outfits from the upcoming season, such as an ensemble designed by English fashion house Vivienne Westwood. The installations will remain active through June 9, with the third season of “And Just Like That…” premiering tomorrow on Max.
“Bringing the Max Original ‘And Just Like That…’ to life in the windows at Saks Fifth Avenue felt like a perfect blend of New York legacy and fan-centric storytelling,” said Dana Flax, VP of originals marketing at HBO and Max, in a statement.
“Featuring costumes from the series, we were able to create an imaginative display that’s engaging, nostalgic and forward-looking ahead of the series' return this spring,” Ms. Flax said. “This interactive takeover is a perfect example of how we merge cutting-edge technology with storytelling to leave a lasting impression with fans.”
While Saks expands its offline footprint, the retailer is also scaling its digital channels, recently launching a multi-brand luxury storefront on Amazon (see story).