Ahead of the launch of its Hudson Yards flagship, Dallas-based retailer Neiman Marcus sought to recast its perspective on modern luxury. To speak to a customer base that values self-expression over traditional luxury cues, we explored Neiman Marcus’ playful past and built a vibrant world celebrating the joy of reinvention.
—Creative on-boarding & training
The evolved Neiman Marcus brand champions the liberation and limitless self-expression that fashion can offer.
We launched the Hudson Yards flagship as NYC’s new playground for a global luxury shopper, where the ultimate luxury is the power to become whoever you want to be.
In tandem with the Hudson Yards campaign, we developed a design system across print and digital that embodies the joyful spirit of the new brand. The restrained structure and elegant typography became a frame for vibrant, artful images.