SAKS FIFTH AVENUE reveals “THEATER OF DREAMS” holiday window concept in partnership with BROADWAY CARES/EQUITY FIGHTS AIDS
Premieres digital storytelling animation concept for the first time in the retailer’s history
NEW YORK — Saks Fifth Avenue continues its long-standing tradition of delighting and captivating spectators around the world with a holiday show like no other. In alliance with Broadway Cares/Equity Fights AIDS, one of the nation’s leading industry-based HIV/AIDS fundraising and grant-making organizations, Saks Fifth Avenue will unveil its theater-inspired 10-story-tall theatrical light show and holiday windows concept on Fifth Avenue on Monday November 19.
“As we reimagine our iconic Fifth Avenue windows and celebrate the holiday season with Broadway Cares/Equity Fights AIDS this year, we hope to connect with people in a meaningful way while helping those in need,” said Marc Metrick, President, Saks Fifth Avenue. “From the Broadway-caliber Theater of Dreams performance on Fifth Avenue, to spreading holiday magic across all Saks stores in North America and online, we strive to deliver an unparalleled holiday shopping experience for our customers.”
Over a year in the making, the fantastical show is an ode to the grandeur of the Broadway stage. The performance, titled Theater of Dreams, will include well over one hundred Broadway dancers performing a one-of-a-kind number live on Fifth Avenue, in a number produced by Broadway Cares. The musical performance is directed by Michael Lee Scott and choreographed by Tammy Colucci.
“What could be more magical for the holidays than 124 high-spirited Broadway dancers filling Fifth Avenue to usher in the holidays in front of New York’s most iconic window displays and light show at Saks?” Broadway Cares/Equity Fights AIDS Executive Director Tom Viola said. “We’re honored Saks invited us to join them in this special celebration and are particularly appreciative of Saks’ support for those who’ve been marginalized and simply need a kind, helping hand.”
For the first time in the retailer’s 94-year history, Saks Fifth Avenue premieres a digital storytelling animation concept, along with the brand’s traditional vignettes in its New York holiday window display. The windows, presented by Mastercard, will bring to life an imaginary shopper’s visit to the theater, where she dreams of Saks Fifth Avenue.
As part of the display, the Fifth Avenue center six windows each depict a different scene from the shopper’s dream, integrating real-life props with digital screens. Vignettes include the shopper experiencing countless luxurious offerings within Saks, including her personal Fifth Avenue Club visit, her search for the perfect shoe inside the world-renowned 10022-SHOE, and her trip to a spa room for pampering unlike any other on the revolutionary beauty floor.
THEATER OF DREAMS VIEWING
This holiday season, the hottest ticket in town is the Saks window reveal show on Fifth Avenue. The New York unveiling of Theater of Dreams will be live from Fifth Avenue and streamed via Saks.com for audiences around the world to enjoy. The online event, presented by Mastercard, will take place on Monday, November 19 at 7:00 PM ET. The window animation and light show will continue throughout the holiday season until January 2, 2019.
“Mastercard is proud to partner with Saks Fifth Avenue on this year’s Theatre of Dreams, the brand’s 2018 holiday experience,” commented Linda Kirkpatrick, executive vice president, U.S. Merchants and Acceptance Mastercard. “For over a decade, Mastercard has partnered with Saks to create unique experiences for customers and cardholders that are truly Priceless, and captivate audiences around the world. The Saks’ holiday windows and light show is an iconic New York City tradition and we are excited for this year’s performance.”
SUPPORT BROADWAY CARES/EQUITY FIGHTS AIDS
Customers can sponsor a light bulb on the façade of the Saks Fifth Avenue flagship for the annual holiday light show starting October 22. All proceeds benefit Broadway Cares/Equity Fights AIDS. Visit saks.com to purchase.
EVENTS AND IN-STORE EXPERIENCES
Select Saks stores across the country will host an extraordinary array of events, including theatrical performances and shopping surprises starting November 29. Events are held each Thursday, Friday and Saturday through the holiday season until December 22. Visitors can view their local store’s activities on the Store & Events page on Saks.com.
GIFT GIVING & GIFT CONCIERGE
In celebration of the gift-giving season, Saks offers dedicated holiday concierges to assist customers with all of their gift-giving needs, including gift-wrapping, shipping, delivery, or simply finding that perfect present. Customers may access the holiday concierge in select Saks locations or 24/7 on saks.com/locations/services.
Whether shopping for exclusive gifts or designer delights, customers can find impeccable presents in the 123 page ultimate Saks Holiday Gift Guide. Gift guides are in stores or on Saks.com.
Saks Fifth Avenue welcomes viewers to connect via its social media channels and to follow #SaksHoliday for insider access.
ABOUT SAKS FIFTH AVENUE (@saks)
As a leading shopping destination for the all-channel luxury experience, Saks Fifth Avenue is renowned for its coveted edit of American and international designer collections as well as its storied history of creating breakthrough, experiential environments. Its exemplary client service has made Saks a global authority in the category, a focus since the brand’s inception in 1924. As part of the HBC brand portfolio, Saks operates in 43 cities across the globe, its online experience―saks.com, and its mobile experience―Saks App.
For more information, kindly visit saks.com, Instagram.com/saks, Facebook.com/saks, Snapchat.com/saks_official, and Twitter.com/saks.
ABOUT BROADWAY CARES
Broadway Cares/Equity Fights AIDS is one of the nation’s leading industry-based, nonprofit AIDS fundraising and grant-making organizations. By drawing upon the talents, resources, and generosity of the American theatre community, since 1988 Broadway Cares/Equity Fights AIDS has raised more than $300 million for essential services for people with AIDS and other critical illnesses across the United States.
Broadway Cares/Equity Fights AIDS is the major supporter of the social service programs at The Actors Fund, including the HIV/AIDS Initiative, the Phyllis Newman Women’s Health Initiative and the Samuel J. Friedman Health Center for the Performing Arts. Broadway Cares also awards annual grants to more than 450 AIDS and family service organizations in all 50 states, Puerto Rico and Washington, D.C., providing life saving medication, healthy meals, counseling and emergency assistance.
For more information, please visit Broadway Cares online at broadwaycares.org, at facebook.com/BCEFA, at instagram.com/BCEFA, at twitter.com/BCEFA and at youtube.com/BCEFA.
Mastercard, www.Mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Mastercard products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MastercardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.
Saks Fifth Avenue
Saks Fifth Avenue