Traditionally Saks Fifth Avenue has supported their holiday retail window displays with a static light show incorporating their iconic snowflakes.
We were tasked with evolving this NYC tradition by using innovative technology, adding depth to the activity and holiday messaging.
So we developed a festive story, taking the iconic snowflake and introducing a new celebratory element - the bubble. "The Snowflake and the Bubble" emerged and the interplay between them has become a celebration of the diversity of New York City that also captures the spirit of the holiday season.
We turned this narrative into a truly traffic-stopping 3D projection mapped onto the façade of the Saks Fifth Avenue flagship store. Utilizing the architecture to create a breathtaking spectacle. Complete with an original musical score, the project is also a world-first in terms of scale and duration for a video mapping project of this size.
We supported this with the design of the famous and iconic Saks Fifth Avenue holiday shopping bag, as well as various in-store merchandising including the 2010 gift card and point-of-sale signage. We even designed and produced a commemorative gift bottle of scented blowing bubbles.
The opening night was a celebrity-studded bash that brought Fifth Avenue to a standstill. Soul legend Patti LaBelle opened proceedings for an audience including Brooke Shields, Kelly Rutherford, models Alek Wek and Caroline Weinberg, Francisco Costa of Calvin Klein, and more. The projection runs through the holiday period and has already become part of the classic NYC holiday experience!