Saks Fifth Avenue revealed its holiday window display and ten-story-tall theatrical light show at its New York flagship last night via a live-stream event presented by Mastercard.
In lieu of closing down Fifth Avenue for a single large-scale performance, former 14-time All-Star New York Yankee and A-Rod Corp CEO Alex Rodriguez and Saks Fifth Avenue President and CEO Marc Metrick kicked off the first of many intimate, socially-distanced holiday celebrations, which can be enjoyed online by viewers across the globe via live-stream. Rodriguez was joined by his fiancé, actress and singer, Jennifer Lopez.
In the weeks to follow, the Saks Lights Up Fifth Avenue ceremonies will feature prominent members of the fashion and entertainment communities, as well as New York City notables, lighting up the Saks New York flagship each night from inside a Fifth Avenue window. Each event will benefit a charitable cause, with $100,000 in donations to be made by Saks over the course of the holiday season to non-profit organizations serving New York City and beyond. The events will be live-streamed at saks.com/holiday, bringing holiday excitement within a safe and comfortable experience for viewers at home.
“At Saks, it is our priority to create unique and memorable experiences that connect with our customers in a meaningful way,” said Metrick. “We recognize that celebrations during this time will take many forms. As such, this holiday season, more than ever, our customers are looking to Saks for the fun and escapism for which we are known. After several challenging months for New Yorkers and those around the world, Saks is proud to continue this long-standing tradition and deliver our annual gift to New York as a part of our commitment to revive the city for our community, customers, and associates.”
Last night, Saks made a donation to Madison Square Boys & Girls Club, an organization dedicated to saving and enhancing the lives of New York City youth by providing a safe, stable, supportive environment in some of the city’s most under-resourced neighborhoods. “There is nothing better than spending the holiday season in New York City with my family. The lights, the tree at Rockefeller Center, and the festive spirit is something we look forward to every year. It truly is the greatest city in the world,” added Rodriguez. “To me, this season is about giving back and thinking of others rather than ourselves. A lot of amazing things can be done when people come together and pay it forward. The Boys & Girls Club really shifted – perhaps saved – my life. That’s why I am so happy to give back to that organization this season and create opportunities for the next generation.”
Saks’ theme for the holiday season, “This Is How We Celebrate,” shines a light on the importance of spending time with loved ones and the different ways people and places across the country celebrate. The center six windows showcase how different people celebrate in iconic settings around the city, with each over-the-top celebration scene bringing a different quintessential New York moment to life: a musical celebration on bustling Broadway in Times Square; a classic barbershop getting a visit from some adorable kids and their pets, wanting to look their best for the New Year celebration; a couple on their way to deliver gifts via the Roosevelt Island tram; an aspiring dancer getting an autograph from her ballerina idol; a celebration surrounding the neighborhood food truck at a holiday block party; and a friendly competition of holiday lights and decor at neighboring houses in Dyker Heights, Brooklyn.
Beyond the featured windows, Saks is showcasing a variety of unique celebratory moments in visual displays—both in windows and throughout the store—featuring designer fashion from brands such as Alexander McQueen, Dries van Noten and Valentino, with floating windows, Mylar-wrapped trees, scattered musical instruments and ephemera.
Saks’ annual light show is also all-new this year, featuring a dazzling display of LED lights on the facade. The music accompanying the light show is a world-premiere medley saluting different holiday traditions, including José Feliciano’s “Feliz Navidad,” the theme from holiday film favorite Love Actually, Donny Hathaway’s “This Christmas” and more.
For the eleventh year, the holiday window unveiling and light show are presented by Mastercard. Saks and Mastercard partnered to create an online platform where users can view the retailer’s live-streamed events. The platform also enables people across the globe to virtually visit and purchase from the holiday shop at the Saks New York flagship through a uniquely designed, immersive e-commerce experience utilizing Mastercard Retail Innovation Solutions.
Events will be live-streamed on select weekdays, now through Wednesday, December 23, 2020 beginning at 4:30 p.m. EST. Recordings will be available to view through Sunday, January 3, 2021.