Saks Fifth Avenue’s holiday windows to offer something different this year
Saks Fifth Avenue’s holiday windows in Manhattan are going digital.
In alliance with Broadway Cares/Equity Fights AIDS, one of the nation's leading industry-based HIV/AIDS fundraising and grant-making organizations, Saks will unveil its theater-inspired, 10-story-tall theatrical light show and holiday windows on Fifth Avenue on Monday, Nov. 19.
"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 will offer 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, and her dreams of visiting Saks.
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, and her trip to a spa room for pampering unlike any other on the store’s new beauty floor.
Customers can sponsor a light bulb on the façade of the flagship for the holiday light show. All proceeds benefit Broadway Cares/Equity Fights AIDS.
Saks will celebrate the unveiling of the holiday display with a live show that is an ode to the grandeur of the Broadway stage. The performance, titled Theater of Dreams, will include more than one hundred Broadway dancers performing a one-of-a-kind number live on Fifth Avenue, in a number produced by Broadway Cares.
"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."
The New York unveiling of Theater of Dreams will be live from Fifth Avenue and streamed via Saks.com. The online event, presented by Mastercard, will take place on Monday, Nov. 19 at 7 p.m. ET.
"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 VP, 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.”
In alliance with Broadway Cares/Equity Fights AIDS, one of the nation's leading industry-based HIV/AIDS fundraising and grant-making organizations, Saks will unveil its theater-inspired, 10-story-tall theatrical light show and holiday windows on Fifth Avenue on Monday, Nov. 19.
"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 will offer 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, and her dreams of visiting Saks.
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, and her trip to a spa room for pampering unlike any other on the store’s new beauty floor.
Customers can sponsor a light bulb on the façade of the flagship for the holiday light show. All proceeds benefit Broadway Cares/Equity Fights AIDS.
Saks will celebrate the unveiling of the holiday display with a live show that is an ode to the grandeur of the Broadway stage. The performance, titled Theater of Dreams, will include more than one hundred Broadway dancers performing a one-of-a-kind number live on Fifth Avenue, in a number produced by Broadway Cares.
"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."
The New York unveiling of Theater of Dreams will be live from Fifth Avenue and streamed via Saks.com. The online event, presented by Mastercard, will take place on Monday, Nov. 19 at 7 p.m. ET.
"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 VP, 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.”