Connect with us

Eric Feigenbaum

Up, Up & Away! for the Holidays

Rodeo Drive is lit up in holiday cheer




Photography: Courtesy of Set + Stage Creative

THE HOLIDAY SEASON is a magical time of year anywhere, but especially on Rodeo Drive in Beverly Hills. The legendary thoroughfare lit up the sky Nov. 16 at its annual Rodeo Drive Holiday Lighting Celebration. Titled “Up, Up & Away!,” the gleaming decor on the street’s center median included a procession of hot-air balloons and holiday gifts wrapped in silver, blue, red and white; several vignettes captured festive scenes with celebrations of candy, shopping, joy, light and Chanukah. The iconic retail strip’s dazzling window displays, luxury boutiques and fashion houses shimmered under festive lights delightfully wrapped around swaying palm trees and the joyous holiday installation. Sean Sager, Co-Owner of Set + Stage Creative with David McBride, worked closely with his team, the city of Beverly Hills and JBB Productions to design, produce and install the holiday decor on Rodeo Drive. The “Up, Up and Away” tagline for the event was inspired by the 1967 song by The 5th Dimension. “The idea was grounded with 10-foot-tall hot air balloons which I have always loved as a whimsical vehicle,” says Sager.

The event kicked off with a reception hosted at the Beverly Hills location of the Italian apparel brand Eleventy. “We were thrilled to partner with The Retail Design Institute at Eleventy Beverly Hills as a new boutique in the area,” says Jonathan Rimer, Store Director at Eleventy Beverly Hills. “It was an honor to host this amazing group of creative minds and to celebrate the holidays while showcasing Eleventy’s commitment to both innovative design and fostering community within the industry.”

Up, Up & Away! for the Holidays

Beverly Hills Mayor Julian Gold and city council members led the countdown to the grand illumination, bringing Rodeo Drive to life with the spirit of the holidays. And what’s a holiday celebration without Santa Claus? St. Nick made his dramatic appearance, arriving on a fire truck alongside the Beverly Hills High School marching band.

“The Rodeo Drive Holiday Lighting Celebration was a perfectly executed retail and entertainment experience that highlighted the opulence of Beverly Hills, along with an authentic warmth, joy and pride for their community,” says Kelly Ramsey, Membership Chair of The Retail Design Institute’s Southwest + Pacific Chapter.

The Rodeo Drive Holiday Lighting Celebration ushered in the spirit of the season with a grand expression of artistry and creativity that illuminated the sky and lit a path to joy, community and togetherness.


“It was a lovely evening to kick off the holidays with a celebration with our Retail Design Institute members and an opportunity to build membership for our Southwest + Pacific Chapter,” says Cindy Patino, Education Chair of the Retail Design Institute’s Southwest + Pacific Chapter.

Eric Feigenbaum is a recognized leader in the visual merchandising and store design industries with both domestic and international design experience. He served as corporate director of visual merchandising for Stern’s Department Store, a division of Federated Department Stores, from 1986 to 1995. After Stern’s, he assumed the position of director of visual merchandising for WalkerGroup/CNI, an architectural design firm in New York City. Feigenbaum was also an adjunct professor of Store Design at the Fashion Institute of Technology and formerly served as the chair of the Visual Merchandising Department at LIM College (New York) from 2000 to 2015. In addition to being the New York Editor of VMSD magazine, Eric is also a founding member of PAVE (A Partnership for Planning and Visual Education). Currently, he is also president and director of creative services for his own retail design company, Embrace Design.





Most Popular