As part of its fall campaign, 'Re-Introduce Yourself', Neiman Marcus partnered with Hypebeast to launch the first-ever shoppable, virtual showroom featuring exclusive footwear from 11 luxury brands.
The partnership between the luxury retailer and streetwear website will bridge their respective influences to give Neiman Marcus shoppers and Hypebeast readers access to an e-commerce experience that reimagines remote shopping.
“We are experiencing extraordinary growth in our luxury business overall with men’s as one of the standout categories and Neiman Marcus continues to focus on creating magic for its customers with one-of-a-kind experiences and products,” says Lana Todorovich, president, chief merchandising officer, Neiman Marcus. “This opportunity is both innovative and exciting for Neiman Marcus and Hypebeast – it’s allowed us to reimagine what the future of e-commerce looks like while bringing the best of both worlds together and offering access to our top luxury brands who specifically created exclusive shoe styles for our customers.”
The virtual showroom highlights footwear from brands Alexander McQueen, Balenciaga, Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Maison Margiela, Moncler, Off-White, Versace and Giuseppe Zanotti. Each designed one-of-a-kind styles exclusive to Neiman Marcus for the initiative.
The digitally-recreated retail floor is inspired by a futuristic laboratory crossed with a contemporary art gallery exhibit. Every style is displayed with accentuating lighting and compositional angles within the clean and minimal CGI environment. Customers are invited to explore the space with interactive navigation and shoppable annotations calling attention to the sneakers’ unique design details.
The virtual showroom experience is currently on hypebeast.com, while the sneakers are available exclusively on neimanmarcus.com and delect styles will be available at all 37 Neiman Marcus stores.
“Exclusivity, hype, and sneakers are three words that make up the ‘hypebeast’ vocabulary, and this virtual showroom continues to push the boundaries on how our readers experience new and exclusive luxury products, specifically sneakers, digitally,” says Huan Nguyen, vice president, brand partnerships, U.S., Hypebeast. “In an era of fast-paced digital consumption, a traditional model of promoting has grown stagnant. With our audience in mind, the Hypebeast team worked alongside leading luxury retailer Neiman Marcus to create a digital showroom that can highlight and showcase the sneakers in a new, profound light.”