Authentic Storytelling

IT BEGAN WITH a meeting in the fall of 2023 between Bloomingdale’s corporate office, the central creative team, the windows team and Universal Studios. Though the immediate goal of Bloomingdale’s 2024 holiday windows was to celebrate the release of “Wicked,” Universal’s two-part cinematic extravaganza, four essential messages were also communicated to passersby.

While the quintessential American saga, “The Wonderful Wizard of Oz,” originally spun by VMSD Founding Editor L. Frank Baum, examined the clash between good and evil, the comfort and safety of home, the allure of the winding road – and the pitfalls of perceived power – this inspired tale deals with authenticity, friendship, diversity and loyalty… all relevant topics today.

Courtesy of Bloomingdale’s

The eight Lexington Avenue windows at the Bloomingdale’s flagship captured the essence of “Wicked,” the quasi-prequel of Baum’s beloved tale, and examines the intricate relationship between Elphaba, a.k.a. the Wicked Witch of the West, and Glinda, a.k.a. Glinda the Good.

Based primarily on Gregory Maguire’s 1995 novel “Wicked: The Life and Times of the Wicked Witch of the West,” the film opens with Glinda the Good floating above an adoring group of ardent admirers to the tune of “No One Mourns the Wicked.” Glinda then recalls the delicate intricacies of her relationship with Elphaba, the Wicked Witch of the West. The tale begins with their shared tenure at Shiz University, a mythical campus inhabited by a diverse and somewhat mystical group of students and faculty members.

Similarly to how Dorothy, the heroine in Baum’s archetypal American fantasy, found comfort through the Scarecrow, the Tin Man and the Cowardly Lion, Glinda and Elphaba ultimately found comfort in their relationship with one another.

In a gravity defying moment in time, Bloomingdale’s creative team thrust viewers into a bold, personality defining color story of pinks, greens and other-worldly metallic blues. Glinda’s bright, bubbly, extroverted persona was celebrated in shocks of pink, while Elphaba’s introverted, moody and dark visage was projected in tones of glorious greens. The psychology of color was on full display, defining the difference between the two protagonists, who eventually found mutual kinship as the story unfolded.

Courtesy of Bloomingdale’s

The use of lightning was a key element of the window production, further amplifying the personalities and emotions of both Glinda and Elphaba. Glinda was happily bathed in bright lights, and Elphaba lurked in the dark and dim shadows.

Authenticity was a compelling message: The window extravaganza on Lexington Avenue captured the moment that Elphaba triumphantly embraced her authentic self and confidently grabbed the broom handle as she took flight. With her awakening, she realized that she wasn’t the only one who was different as she flew high across the sky in a heart-stopping act of confidence and defiance. Realistic mannequins were used throughout to represent authentic people, a paradox of realism in a mythical world.

In a central window devoted to Glinda’s propensity for “dancing through life,” elaborate vanity trunks open and close while a spinning record player further demonstrates her love of material things. The giddiness of a swinging chandelier through a perfect pink/blonde world also projects her unwavering belief in herself.

Courtesy of Bloomingdale’s

The inhabitants of Oz were totally enamored of their Wonderful Wizard. In reality, however, there was nothing authentic about The Wizard and his perceived notion of power. Two windows focused on the Wizard presented a moment of introspection and self-reflection. They showed a sense of duality – what a person is and what they could be. The deceptive Wizard was merely a man hiding behind the curtain. If window gazers wanted to see The Wizard, they had to peer into a reflective image of themselves emblazoned on a grouping of hot air balloons. A choice is then to be made: Remain behind the curtain or fly away.

Retail, whether defined as an in-store environment or as an iconic bank of show windows, should do more than just sell. Retail should also engage with the express purpose of creating relationships. The store is a tool of communication, projecting quality messages to all who enter. One of the most enduring retail enticements is the art of the show window. If it is indeed an art form, it should communicate in a manner that compels the viewer to think. It should move the emotions of all who engage with the brand. And arguably, the “Wicked Windows” at Bloomingdale’s did more than just sell.