Neiman Marcus launches immersive experience 'Balmain Beach Club' in Dallas

Luxury department store group Neiman Marcus has launched an exclusive collection and immersive experience in Dallas, Texas, in partnership with Balmain.

Debuting in 10 stores and online, the Balmain Beach Club features 14 pieces ranging across ready-to-wear and handbags inspired by the beautiful scenery of the French Riviera. Looking through its archives for inspiration, the collection includes a reintroduced baroque print designed by the fashion house’s founder, Pierre Balmain, on dresses, handbags, and other pieces in a soft palette of yellows, blues, and whites.

"My team and I wanted to keep this special limited-edition collection chic, light and easy for upcoming summer days and evenings," said Olivier Rousteing, Balmain creative director in a statement. "But, of course, we wanted to ensure that the connection to the house's incredible design history remained evident for those in the know.”

“So, we started out by riffing on some singular archival references—including Monsieur Balmain's beloved Baroque flourishes and the signature Labyrinth motif. Then we mixed in some of the strongest themes that we've sent down our most recent runways, such as an array of eye-catching bright pastels and some unexpected twists on camouflage patterns. And we've ended up with an offering that definitely channels the distinctive modern spirit of today's Balmain."

The launch of the collection is complemented by a full-scale installation at Neiman Marcus’s Dallas NorthPark store. Set to run until May 5, the immersive experience features a beachfront clubhouse complete with black and white striped umbrellas, lounge chairs, an ivy-covered pergola, and visual details using the Balmain archive print.

"Through the distinctive creative lens of Olivier Rousteing, Balmain continues to be the pinnacle of French style with a modern perspective," said Lana Todorovich, chief merchandising officer at Neiman Marcus, in a statement. "At our core, we are a relationship business and Balmain Beach Club represents the latest chapter in our longstanding history with the Maison that, time after time, has engaged and delighted our customers."

The launch of the Balmain Beach Club follows the successful launches of the Barbie x Balmain and Summer Set collections over the last two years and is part of Neiman Marcus Group’s wider growth strategy to enhance luxury shopping experiences by offering unique curated product assortments for its customers. In addition to the immersive installation, Neiman Marcus also hosted a private dinner for its top customers in Dallas.

The partnership also builds on Balmain’s and Neiman Marcus's ongoing relationship, with the department store offering the largest assortment of the French fashion house’s collections worldwide.