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Christmas came a little early this year. Two months early, to be exact, thanks to luxury giants Neiman Marcus, who kicked off their holiday season in style with a balmy, Los Angeles-based launch party for their holiday campaign “Celebrate Big, Love Bigger.” Hosted by Phil Dunster and Juno Temple of “Ted Lasso” fame, the activation included a whole host of Christmas-related regalia, from a slew of beautifully designed art installations displaying fantasy gift-themed vignettes to an after-dark dance performance (impeccably choreographed by Emmy-Award winning Al Blackstone) set to Rachel Norman’s re-imagining of the classic tune “It Had To Be You.”
While the whole event was ripe with classy decor and spectacular displays, the highlight of the function, beyond a cohort of celebrity faces and A-list dressers with swagger to spare, was unequivocally the grand reveal of Neiman Marcus’ annual Christmas Book gift guide, a 200-page coffee-table-grade omnibus of the best and brightest that the luxury retailer has to offer during the season of giving. Complete with Neiman-specific fantasy gifts — offerings fit for a king, ranging from curated, all-inclusive Portugal trip to breathtaking $6.1 million 30.86-carat diamond — the book is a holy grail for anyone looking to blow the socks off a respective giftee.
Indeed, the whole campaign brings that holiday magic full force, something the retailers, like all those affected by COVID-19, sorely missed last year. “It’s a big love story and a reconnection with the spirit of the holidays,” said Daz McColl, Chief Marketing Officer. “Neiman Marcus will go that extra step to make it special, with the spirit of togetherness, joy and magic, with a little bit of the classic Neiman Marcus fantasy.”
Giving is undoubtedly the focus of the retailers this winter: along with each fantasy gift comes a sizable charitable donation or partnership tied to causes Neiman Marcus backs: Boys and Girls Clubs of America, The Lindsey Vonn Foundation and more. “Helping people give back is a part of the idea of not just celebrating big, but loving even bigger,” McColl explains.
Of course, supporting and engaging customers is also front of mind after a perilously long COVID-induced reckoning with in-person shopping. The retailer offers holiday style advisors as a connection point for customers, making gift recommendations and directing consumers to the hottest, coolest, most interesting brands, selections and gifts.
Another offering from Neiman is the fresh introduction of curated gift boxes, pre-packaged, thoughtful collections of items in a variety of gifting veins like”Travel Enhancers” or “Self Care Stars.” The beautifully wrapped sets make the task of finding a perfect present for that hard-to-shop-for cousin, husband or coworker a breeze.
All in all, Neiman’s “Celebrate Big, Lover Bigger” pedestals what’s becoming increasingly clear to be the most crucial part of the holiday season: connecting with loved ones … and maybe a little luxury gift-giving. You can find out more about NM’s fantasy gifts, curated boxes, style advisors and more below.
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