Neiman Marcus, a luxury department store, has teamed up with Hypebeast to create a virtual showroom that features exclusive footwear from 11 premium brands.
This online campaign concept seeks to bring together the influences of both the retailer and streetwear platform, giving customers and visitors an unforgettable shopping experience.
“We are seeing extraordinary growth in our luxury brand overall with menswear being one of the most standout categories. Neiman Marcus continues its focus on creating magic and experiences for its customers with unique experiences and products,” stated Lana Todorovich (President and Chief Merchandising officer, Neiman Marcus). “This is a great opportunity for Hypebeast and Neiman Marcus – it has allowed us to reimagine the future of ecommerce while offering the best of both the worlds and access to top luxury brands that have created exclusive shoes for our customers.”
The virtual showroom is a combination of online shopping and editorial storytelling. It highlights the best Fall footwear from 11 brands: Alexander McQueen (Balenciaga), Balmain, Christian Louboutins, Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Maison Margiela, Moncler, Off-White, Versace. Each designer created unique styles that were exclusive to Neiman Marcus.
A digital sneaker department
This digitally-recreated retail floor was inspired by a futuristic lab and a contemporary art gallery. It is the first of its kind for Neiman Marcus as well as Hypebeast. The minimalist CGI environment allows for each style to be displayed in a clean and well-lit manner. Customers are welcome to explore the space with interactive navigation and shoppable annotations calling attention to each sneaker’s unique design details.
Todorovich stated that online luxury retail is growing and customers are looking for retail theater outside of traditional retail interactions. “As the luxury retail space changes, so does our strategy as multi-channel luxury retailer. We want to offer the best experience in our physical, virtual, and remote selling environments.”
“Exclusivity, hype and sneakers are the three words that make up ‘hypebeast” vocabulary. This virtual showroom continues pushing the boundaries of how our readers experience exclusive luxury products, particularly sneakers digitally,” stated Huan Nguyen (US Vice President for Brand Partnerships, Hypebeast). “A traditional way of promoting products has become stale in an age of digital consumption and fast-paced technology. The Hypebeast team collaborated with Neiman Marcus, a leading luxury retailer, to create a digital showroom that could highlight and showcase sneakers in a new, deep light.”