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Bloomingdale's Debuts In-store Pop-up Feature

Bloomingdale's has unveiled a permanent popup The Carousel at select stores in New York and California.
Bloomingdale's Debuts In-store Pop-up Feature

The retailer opened The Carousel, a permanent fixture within the Bloomingdale's 59th Street flagship store in Manhattan as well as three other locations in New York and California. The Carousel will host a rotating curated pop-up shop with unique products and in-store activations. Every two months, visitors to The Carousel will be treated to a new experience by the Bloomingdale's fashion team.

For its first run, Bloomingdale's chose to explore the idea of the "Urban Explorer": the Carousel is currently decked out with products that mix streetwear with a technical​ gear for the consumer on the go.

Stone, Island, apparel from Japanese brand Snow Peak, sweatshirts from Knowlita and bike helmets from Sawaka all within the Carousel. Additionally, Urban Explorer features goods of beauty and hygiene products from Pinch Provisions, fitness gear from TRX and a collection of instant cameras.

Beyond product, each pop-up will also feature in-store events and activations. Berman cites an area at Urban Explorer where a stool and a bird's-eye view of the city projected on the ground.

The Carousel is emblematic of a wider shift in the retail space, from the focus on product to the focus on experiences.

Photo: courtesy of Bloomingdale's.

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