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Neiman Marcus, Bergdorf Detail Holiday Displays

Neiman teams with Disney; Bergdorf with Nest New York




The “Wish”-themed custom holiday tree at Neiman Marcus Beverly Hills. Photography: Courtesy of Neiman Marcus and Disney

Two luxury retailers – Neiman Marcus (Dallas) and Bergdorf Goodman (New York) – have unveiled plans for their holiday season displays. Neiman is teaming with Disney for a series of displays and events tied into the upcoming release of the movie “Wish,” while Nest New York is scenting Christmas trees along a 15-block stretch of New York’s Fifth Avenue and installing a pair of temporary avenues for selling its fragrances at Bergdorf Goodman’s flagship store.

The Disney movie “Wish” arrives in theaters Nov. 22, and Neiman said it plans to bring the film to life through the holiday season across its integrated retail model with movie-inspired products, a themed holiday tree at its Beverly Hills store, themed window displays and specialty culinary treats.

The “Wish”-themed holiday tree sculpture depicts a character from the movie playfully building the tree with a ball of yarn, recreating a scene from the film. The tree is festooned with 100 hand-blown glass orbs, strings of twinkle lights and an illuminated star on top of the tree.

Meantime, in New York, The Fifth Avenue Association has tapped Nest New York to scent the holiday trees on Fifth Avenue between 46th and 61st Streets with the fragrance maker’s seasonal home scent, “Holiday.”

Beyond that, Nest and Bergdorf Goodman say they are partnering to sell the “Holiday” scent through two main avenues: a branded cart outside of Bergdorf Goodman on the weekends and a “Holiday”-themed express elevator to the store floor housing Nest’s full collection. Visitors can scan the QR code on the holiday tree display to shop the Nest at Bergdorf collection on their phones.




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