Bergdorf Does It BIG for Alexander Wang’s Spring Summer 2015 Collection
Within the past year, designer Alexander Wang has been on fire. Success after success, he continues to further solidify his role as a remarkable force for today’s fashion world. Being feature all over Bergdorf Goodman’s Fifth Avenue store with his sneaker-inspired spring collection Wang is really doing it big.
Bergdorfs has extended the hand of creative freedom to Wang in order to transform the 5th avenue location’s 5F floor to suit his sneaker-themed pop-up. Though this is normally where his collections call home, this pop-up is sure to create some serious boom and be the main attraction this season. Starting tomorrow, Jan. 29th the pop-up shop will get its kick off with a projection of Wang’s barcode logo on Bergdorf’s Fifth Avenue front exterior.
Wang at the closing of his Spring/Summer show at NYFW Sept. 2014
To get the Fifth Avenue windows and a whole installation in the Luxe Room is a very big deal for us, with this collection, there’s so much handwork, to really be able to display it in that kind of environment, we’re so honored.
Approaching him with the idea of giving his collection a holistic theme for his two window displays, Wang envisioned the life of a sneaker head. Taking two completely different approaches on each window, and showcasing the unique dynamic within Wang’s Spring/Summer 2015 drop the sneakerhead theme really captured the collections essence. Blending elements of luxury with and contemporary genius, each window is loaded with Wang wonders and specialty merchandise. The first window takes on an all-white tennis approach to the sports-theme, while the other window tells a more edgy black basketball story. Strategically placed pieces of special merchandise that coincide with the spring collection are also draped in each window. Some of which include, Alexander Wang’s limited edition barcode logo shoe box, barcode posters, monochromatic basketballs, tennis rackets and trophies which are all available for purchase. As if the collections didn’t include enough incentive with the clothes alone, purchases totaling over $500 will also come with a complimentary USB mix by Dj Jesse Marco.
Wang’s large feature is helping to aid Bergdorf’s recent revolt against the standard compartmentalization within luxury department stores that separates luxury brands from contemporary brands. Joshua Schulman, president of the Bergdorf has previously mentioned that a decent amount of the luxury department store’s patrons indulge in cross department shopping. This shift in luxury brand shopping culture has really opened some precedent setting doors in the fashion world. Take for instance last October when Bergdorf blatantly defied tradition by bringing Chanel, the Mecca of luxury brands, to the contemporary floor with a pop-up-shop installation. Treading those same ground with Alexander Wang’s Spring/Summer drop, Bergdorf hopes for the same success.