Published
November 27, 2024
Visiting Nordstrom’s with its current display might make you think you hear voices. Have no fear; it’s just the adorable cast of characters the store dreamt up for its 2024 holiday décor entitled, ‘The Blizz on 57th Street’, which debuted to the public on November 27 and will celebrate with a festive shopping event on December 5.
FashionNetwork.com was given a private tour by the Seattle-based store’s communication team and spoke with Olivia Kim, SVP of creative merchandising, as the finishing touches were being put on the store’s display.
The theme starts curbside, where a makeshift entrance tunnel, flanked by wise-cracking, streetwise smoke stacks, was erected to hold the ‘Blizz’ and various New York City icons (aka pigeons and hot dogs) made from high-end silk satin blow-up sculptures. Kim says the idea turns everyday banal city things into holiday cheer.
“Our theme this year, ‘Wonder All the Way,’ celebrates the magic and wonder of the holiday season and the childlike feeling of awe and fun when objects are larger than life. It’s a fantastical world where Blizz, a mysterious plume—’What is that smoke coming out of the smokestacks on the streets in the city anyway?’ —transforms everyday objects in the store, bringing hilarious and lovable characters to life. Our NYC flagship store is a story land of engaging humor and unforgettable inflated friends,” Kim explained.
The theme is also carried out to some extent across the street at the Nordstrom men’s store.
John Waters and Fran Drescher help to animate and entertain the store’s blow-up characters, explaining those voices heard throughout the store. Kim said each was perfect for the role.
“John and Fran have two iconically recognizable voices. Born and raised in Queens, Fran is a sassy New Yorker everyone adores. Their ability to bring so much life and attitude to each character is incredible. They haven’t worked together and were thrilled to be cast together for this project,” Kim continued.
Indeed, with a cast of characters such as burnt-out stars Dimmy & Quaser, chatty lipsticks Rose, Ruby & Violet, humble traffic cones Connor & Connie, mystical, fortune-telling pigeon Pigeonthia and Wonder Ring become lifelike with Waters and Drescher giving them the gift of gab.
Some quippy one-liners ranged from “I’m rich in Vitamin A,” from Drescher’s Carla the Carrot, who is auditioning to be Frosty’s nose, to “You seem like you are under the weather, and that triggers me,” from Water’s Drizzle the Anxious Umbrella while his Fritz the Friendly Pretzel compliments passersby. Drescher’s Fifi the Foulard, the perpetually lost scarf, laments, “Where am I? Nordstrom, what’s that? It sounds cool.”
The display takes on interactive aspects, with guests being able to play a treasure hunt game that involves receiving a fortune and a token from the pigeon, which leads them to a gumball-style machine dispensing rings that correspond to the various fortunes. Anyone completing the boardroom game can spin a wheel of fortune to win daily prizes and weekly drawings for a $1000 gift card or Broadway show tickets.
According to Kim, the concept came together when like-minded creatives Thom Bettridge, editor in chief of i-D Magazine; Matthew Mazzuca, former creative director of Barneys New York; illustrator and animator Anthony Ferrara; artist and production designer Desi Santiago; and long-time graphic designer behind Balenciaga, Gian Gisiger, came together thanks to Justinian Kfoury of Total Management.
“The creative group assembled for this project is a first in totality. We have all worked together in smaller ways or wanted to, as we are all friends and friends of friends. The sense of community, camaraderie, and caring that each brought to the collective was authentic, meaningful, and evident. It’s the best part of being a New Yorker; it seems everyone knows each other and works with each other,” Kim said, adding it also came together in a New York minute, “We started talking about the project in June and got kicked off in August! It was fast and furious.”
Rounding out the festivities starting on Black Friday—whose deals were already on display throughout the store as well as plenty of fall merchandise markdowns—is the Café Wonder Bar.
Additionally, the ever-popular Santa Snow Show has daily performances featuring special characters throughout the store. Santa will be available to take ‘elf-ies’ with children on lower level 2 as well.
Copyright © 2024 FashionNetwork.com All rights reserved.