Bloomingdale's hosting festival pop-ups

Bloomingdale's is hopping on the festival trend. Today, the retailer will be opening 150-square-foot pop-up shops at all of their locations. Men's pop-up shops will be at select Bloomingdale's location, including the flagship on 59th Street; Beverly Hills; San Francisco; Roosevelt Field Mall in Garden City, NY; Santa Monica; South Coast Plaza in California, and Ala Manoa center in Hawaii.

The visual display windows at the 59th Street flagship are an ode to the phenomenon that has become music festivals.

Bloomingdale's to have festival themed pop-up at all stores

Festival style has grown to become an entire category in fashion, although it isn't exactly new. Just think about offerings from brands like Free People and companies like Asos. Anything with fringe, festival stripes, and tops with tassels are all popular fashion choices among the music festival scene. “It isn’t new for this season, but festival created a platform for a lot of fashion that’s been happening, particularly on the West Coast,” said Brooke Jaffe, operating vice president and fashion director of women’s ready-to-wear, to WWD. “With this opportunity and lens of looking at fashion, our eyes were opened to new ideas within existing brands and also the opportunity to hunt for new resources. A lot of the new resources have such approachable price points it’s created a whole other avenue of business and exploded an aesthetic that probably has been under the surface for a while and now has exploded.”

Labels at the pop-up shop include Parker, Jet Set Diaries, BB Dakota, Flying Monkey, Mara Hoffman, Chaser, Sunset + Spring, Sol Angeles, Toms, Herschel, Aqua, Show Me Your Mumu, Lovers & Friends, Tularosa, and Wayf.

The pop-up shop is intended to appeal to millennials, who higher end department stores have had trouble courting as customers in the past.

The online lookbook and marketing for the campaign has begun running on the site today, and will be available for the next three months.

Bloomingdale's also has a partnership with DJ Hannah Bronfman to promote festival music. She's created a playlist on spotify that will be heard in all Bloomingdale's stores. She's also scheduled to appear at the 59th Street flagship on April 7.

Photo:courtesy of Bloomingdale's