Bloomingdale's 2017:
by Stephen Garner
Bloomingdale's 2017:
To ring in the holiday season, Bloomingdale’s has teamed up with the new movie that puts style and spectacle center stage, 20th Century Fox Film’s The Greatest Showman. The highly anticipated film, in theaters December 20, brings the story of big-top visionary P.T. Barnum to the big screen. The cinematic extravaganza guides every aspect of the retailers’ holiday celebration this year from exclusive product to in-store experiences and the iconic Bloomingdale’s 59th Street holiday windows.

“Each year we look forward to unveiling our holiday windows. We are thrilled to welcome New Yorkers and visitors of all ages to experience this year’s spectacular design and animation,” said Tony Spring, chairman and CEO of Bloomingdale’s. “The magic of P.T. Barnum is captured throughout our 59th Street flagship, inspired by our partnership with The Greatest Showman and brought to life with 7.6 million Swarovski crystals in our Lexington Avenue windows. This project and partnership is one of the things that makes Bloomingdale’s like no other store in the world.”

“We gravitated toward this partnership because of the strong message of inclusion and following one’s dreams that is prevalent throughout The Greatest Showman. We wanted to bring this theme to Bloomingdale’s this holiday season and all year long,” added Frank Berman, executive vice president and chief marketing officer at Bloomingdale’s. “It has been exciting to see a major motion picture come to life within the retail space through exclusive merchandise, in-store presence, marketing initiatives and of course Bloomingdale’s holiday window displays.”

Keala Settle

This year, Bloomingdale’s teamed up with Swarovski to create the “Greatest Holiday Windows” on Lexington Avenue. The windows were unveiled on Tuesday, November 21 with jaw-dropping circus acts and a special performance by Keala Settle who plays the Bearded Lady in The Greatest Showman. Actor and singer Zendaya, who stars in the film as well as the Bloomingdale’s holiday campaign, also joined in on the unveiling festivities.

“We are thrilled to collaborate with Bloomingdale’s and Fox to celebrate this holiday season with whimsical windows illuminated by over 7.6 million Swarovski crystals,” said Nadja Swarovski, member of the executive board of Swarovski. “Swarovski’s continued support of diversity and inclusion, which so brilliantly reflects in our company’s values, shines brightly through The Greatest Showman film as well as the crystallized costumes, props and Atelier Swarovski jewelry on display at the Bloomingdale’s New York flagship.”

The magic continues inside the flagship with circus act themed visual displays greeting customers throughout the store. A pop-up shop on the 3rd floor displays the “greatest gifts” of the holiday season, inspired by the film. These feats of fashion, awe-inspiring accessories, and gifts of wonder will make everyone gasp in delight.

Shoppers can also take home the magic of The Greatest Showman while supporting a good cause by purchasing the “greatest” Little Brown Bag. The film’s Director, Michael Gracey and Costume Designer, Ellen Mirojnick have designed two limited edition Little Brown Bags inspired by the movie. The collectible bags are available at Bloomingdale’s and with a portion of the proceeds benefitting Bloomingdale’s long-standing holiday charity partner, Child Mind Institute (CMI). For the eighth consecutive year, Bloomingdale’s will also to continue to support CMI with their annual collectible Little Brown Bear by Gund.

Keala Settle, Tony Spring, Zendaya

Photos by Joe Schildhorn, BFA