Luxury Brands Test Storefront Takeovers

Brands like Tiffany and Dior are taking advantage of increasing foot traffic in New York’s shopping districts to partner with visual artists for storefront takeovers, reports Glossy.

“Luxury brands are struggling to find experiential ways to market their brands during the pandemic, and a strategy of wrapping landmarks with branding has been in vogue for some time, although not at this scale,” said Jonathan Treiber, co-founder and CEO of marketing platform RevTrax.

Last week, Dior collaborated with artist Marco Lodola, whose work inspired its coming fall collection, to take over the entire Saks Fifth Avenue storefront. The department store’s street-facing windows will showcase Lodola’s work coupled with Dior fashion as will five in-store displays. Approximately 300,000 people walk by Saks on a given day.