SAKS FIFTH AVENUE UNVEILS GLAM GARDENS 2017: THE GRAND GARDEN PARTY
April 28, 2017 (New York, NY) — Saks Fifth Avenue debuted The Grand Garden Party, the third annual “Glam Gardens,” spring celebration of the retailer’s top beauty partners. Created exclusively for the Fifth Avenue flagship windows, exquisite botanical scenes depicting the theme were unveiled today. For the second year, Mastercard® presents the program, which includes a special Saks beauty catalog entitled “Garden Refresh” and a charitable partnership with The New York Botanical Garden. Additionally, the program is featured in an exclusive editorial insert in Harper’s BAZAAR.
Saks has partnered with 24 top beauty and fragrance brands to design unique garden concepts throughout the Fifth Avenue windows and the interior of the store—on view through May 21. Each window is united with one common thread—the use of freeze-dried roses from Kiara Flowers, a farm in Ecuador. 15,000 preserved roses were hand-placed within the windows to create each brand’s interpretation of The Grand Garden Party. Flower-filled visual moments are scattered throughout the store, along with engaging activations, exclusively for Glam Gardens, at participating beauty brands’ counters. La Grande Dame, a new addition to the Café SFA menu, will be featured in a Veuve Clicquot champagne cart on the main floor. From May 2 through May 14, a portion of all New York flagship store sales will be donated to The New York Botanical Garden.
“This Spring season, Saks reimagines its annual Glam Gardens campaign in a striking black and white palette with pops of neon hues,” said Mark Briggs, Executive Vice President of Creative at HBC. “The Grand Garden Party, complete with striped awnings, vintage framing and lush arrangements of vibrant florals, creates an enthralling experience which is sure to surprise and delight all of our guests.”
Penhaligon’s pays homage to its heritage with its new Savoy Steam fragrance and a palette of blue and white resembling a hammam towel; a fragrance bottle from Alexander McQueen is elegantly placed along with crisp white florals; and Kiehl’s Since 1851 Calendula & Aloe Soothing Hydration Masque is featured on a wooden swing amongst green and orange roses—the colors of the calendula and aloe plants. Other participating beauty brands in this year’s Glam Gardens attraction include Bond No. 9, Bulgari, Burberry, Chanel, Chloé, Christian Dior, Christian Louboutin, Clarins, Clé de Peau Beauté, Creed, Diptyque, Dolce & Gabbana, Hermès,Lancôme, Molton Brown, Mugler, Nars, NEST Fragrances, Prada, Sisley, and Viktor & Rolf.
“We are excited to continue the Glam Gardens tradition for the third year in a row and create an environment that celebrates all things beauty and springtime,” commented Kate Oldham, Senior Vice President, GMM of Beauty at Saks Fifth Avenue. “We hope our customers will be inspired by The Grand Garden Party and our exquisite cosmetic and fragrance offerings for the season.”
As part of the Glam Gardens initiative, Mastercard cardholders will enjoy an exclusive experience on The Terrace at Saks. The space will be transformed into a beautiful garden, featuring beauty bars from select brands. Through its Priceless Cities platform, Mastercard offered cardholders the opportunity to dine at one of two dinners and enjoy a meal curated by a culinary expert.
The Glam Gardens visual experience will be featured throughout all Saks locations across the U.S. and Canada. Saks welcomes customers to connect via its social channels, and to follow #SaksGlamGardens for insider access.
ABOUT SAKS FIFTH AVENUE (@saks)
Saks Fifth Avenue, one of the world’s pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. As part of the Hudson’s Bay Company brand portfolio, Saks operates 41 full-line stores in 22 states and Canada, five international licensed stores and saks.com, the company’s online store.
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