In the famous windows of Bloomingdale’s Lexington Avenue flagship store, a new, recession-appropriate theme is on display: "Staying in, is the new going out."
The Big Window Challenge brings together Bloomingdale’s, Elle Décor, and Apartment Therapy. Each brand sponsors a window display that showcases a room featuring its own signature look, personality, and lifestyle.
Eddie Ross, for Elle Décor, presented "The Modern Woman" with a room that brings together vintage and modern colors, patterns, and details. The aura of happiness, confidence, and adventure sits among hot pink candlesticks, an orange art deco painting, and twin turquoise blue lamps. However festive the room appears, it is best not to make a quick move around the bookcase full of fine china.
Maxwell Gillingham-Ryan, of Apartment Therapy, put together "The Writer’s Romantic Supper" reading room. The huge leather Ralph Lauren chair, Champaign waiting to be popped, and the spunky wall paper offer a new way to curl up with a good book, or Kindle, or Nook.
Representing Bloomingdale’s, Eileen Joyce had a sophisticated travel magazine editor in mind when she created "The Urbane Traveller" room. The light blue Fritz Sofa is a perfect place to relax after buying treasures from around the world. The room is lit to create a dark golden sunset haze on the grass cloth wall. The room has many round, globe shaped elements: a round base for the table lamp, round shaped vases, a round wall mirror, and two sculpted planets in orbit sit on a shiny marble table.
Each room is a personality of its own and Bloomingdale’s puts “you” in its Big Window Challenge by asking window shoppers to vote for their favorite room via an SMS text message or online. Voters have until January 28 to voice their preferences. The voting process and savvy campaign underscores the importance of making brands interactive in this era of connectivity. The contest is not only fun for participating window shoppers, but it develops and enhances customer loyalty for Bloomingdale’s.
Also, by including home design gurus at Apartment Therapy and Elle Décor, the famous Bloomingdale’s windows attract a diverse crowd on a relatable theme, which means exposing its brand to a new, but like-minded, demographic of consumers.