Saks Fifth Avenue campaign has petal power

Saks Fifth Avenue is launching a garden-themed merchandising campaign just as floral patterns dominate the fashion runways this spring.

A floral takeover called Glam Gardens will extend to all of Saks Fifth Avenue's stores, including a dazzling display in New York's famed windows.Beauty-themed garden installations will flourish in windows and throughout the main floors of Saks stores threading through special events, while floral themes abound in the Glam Gardens catalog and on saks.com.Glam Gardens will join together beauty, fashion and nature to continue Saks Fifth Avenue's legacy as an inspiring destination.

Through Glam Gardens we have created a breathtaking living tribute to Mother Nature," said Mark Briggs, CMO at Saks Fifth Avenue. "Spring fragrance and color inspirations will be brought to life through blooming cascades of floral artistry. We hope to bring an element of delight to all who visit Saks this season."

On May 3 through May 26 Saks Fifth Avenue's New York store windows will be a stunning attraction. Partnering with 35 beauty and fragrance vendors, Saks Fifth Avenue will create individual gardenscapes within each window to be woven into a magnificent floral facade and revealed simultaneously on May 3. Over 120 boxwood balls, ten full-grown climbing topiary trees, and more than 100,000 flowers will create a captivating vision with each brand's aesthetic reflected. A vision of white roses and verdant greens will frame Rose de Grasse, AERIN's latest scent; an explosion of vivid purple splashed orchids will surround Dior's Miss Dior and a fantastical Viktor & Rolf Bon Bon factisse will be spotlighted in a sea of pink English roses. Like the store's iconic holiday windows each vignette will create a distinctive botanical world to inspire customers and create conversations.

On May 5 , Saks Fifth Avenue will host an elegant event for customers in New York to kick off the month-long celebration of over 250 exciting events in the New York Store. The event will debut 15 custom beauty stations throughout the floor featuring special services such as fragrance bottle monogramming and engraving, mother's day makeovers, mother-daughter portraits, express facials, floral inspired gift wrapping and hand and neck massages.

Saks Fifth Avenue pedicabs will be dispatched May 8-10 throughout the city offering complimentary rides to witness the enchantment of the gardens at the New York store. A newly created, exclusive Signature Saks Tea Service will be available at the SnAKS Cafe, featuring a Veuve Clicqout Champagne pouring. On May 3 , 5 and 8, a floral cart will offer customers hand-tied bouquets with their $125 fragrance purchases.

We have partnered with our top brands to create a spectacular environment to showcase our spring beauty offerings and to inspire our customers," said Kate Oldham, SVP of beauty at Saks Fifth Avenue. "An extraordinary calendar of special experiences has been created through the month of May to provide the best in spring beauty services and celebrate the magic of Glam Gardens."

The launch of the May catalog will feature botanical-inspired creative with enticing editorials that will increase the excitement around Saks Fifth Avenue's brand offerings. Glam Gardens also coincides with Saks Fifth Avenue's Fragrance Week, a program that showcases the retailer's best-in-class fragrances in support of Mother's Day while providing special gifts and promotions for customers beginning May 3.

As part of the Hudson's Bay Company brand portfolio, Saks operates 39 full-line stores in 22 states, five international licensed stores, 79 Saks Fifth Avenue OFF 5TH stores and saks.com, the company's online store.