For Bloomingdale’s Art of 100% event, the ambition was to transform the retailer’s curated designer collections into something more than display. The goal was to translate fashion into experience and invite audiences to engage with the brand through creativity rather than observation.
Working with Candyspace, we led the creative concept of reimagining Bloomingdale’s iconic flagship window on 59th Street and Lexington Avenue as a live, interactive canvas. Using the instantly recognisable Big Brown Bag as the centrepiece, the window became a platform for digital expression, bridging physical retail with participatory storytelling.
Passers-by were invited to connect their mobile devices to the window display, allowing them to fire virtual paint directly onto the bag and create their own artwork in real time. Each interaction turned the storefront into a living exhibition, while giving users ownership over a unique visual outcome.
The experience was designed to extend beyond the moment. Participants could share their creations digitally, capture selfies with their personalised designs, and then move seamlessly from window to store to explore the wider Art of 100% event and collections inside.
The installation attracted sustained daily engagement throughout the two-week run, even during challenging weather conditions, and successfully drove footfall into the store. By blending creativity, technology, and retail theatre, the project demonstrated how physical and digital worlds can come together to create deeper engagement and genuine brand affinity.
