Market Overview

Saks Fifth Avenue Reveals Glam Gardens 2016: The Secret Garden


This season, Saks Fifth Avenue debuts Glam Gardens for the second year in a row as the retailer's marquee Spring campaign. This year's program, The Secret Garden, will be presented exclusively by MasterCard® and includes a High Tea on Fifth Avenue, an exclusive insert in Harper's BAZAAR, a special catalog, gifts and exquisite paper-based botanical scenes featuring beauty products from 30 vendors that will appear in-store and online.

From April 26 to May 24, Saks Fifth Avenue will partner with top beauty and fragrance brands to craft unique garden designs throughout the interior and in the famed New York flagship windows. Over 1,000 handmade artisanal paper flowers, 120 boxwood topiaries and 10 full-grown climbing trees will create a striking display. The scenic vision will be complemented by custom Glam Gardens flags and a floral façade to captivate audiences. On the fifth floor, SnAKS will be transformed into the MasterCard® Secret Garden Café, fit with living garden walls and offering MasterCard® Priceless Cities members an exclusive experience.

"Beauty will be in full bloom this Spring season with distinctive vignettes highlighting Saks' top beauty brands among dramatic cascades of paper floral artistry," commented Mark Briggs, EVP, HBC Creative. "Saks Fifth Avenue is embracing the spirit of Spring with The Secret Garden—a true homage to Mother Nature filled with splendor and the revitalizing theater of the garden."

The palate for the creative behind the program is clean, crisp and white with pops of color selected by each brand. Vibrant and lush pink roses will frame Dior's newest fragrance, La Colle Noire; AERIN will showcase Mediterranean honeysuckle through a sea of magical white and blue flowers and brilliant magnolias will surround the exclusive DECORTÉ Vi-Fusion Essence. Other participating brands in this year's stunning Glam Gardens attraction will include Kiehl's Since 1851, Penhaligon's, Lancôme, Burberry, Chanel, Clinique, Clarins, Nars, Molton Brown, La Mer, Bvlgari, Viktor & Rolf, Jo Malone, Tom Ford, Clé De Peau Beauté, Sisley-Paris, Bobbi Brown, Carven, Dolce & Gabbana, Chloé, Givenchy, Guerlain, Kilian, Bond No. 9 New York, Creed, NEST Fragrances and Diptyque.

"We are thrilled to create a grand environment for our customers and platform our fresh cosmetics and fragrance offerings for the season," commented Kate Oldham, Senior Vice President, GMM, Beauty, Lingerie and Swim, Saks Fifth Avenue. "Saks Fifth Avenue will become an extraordinary destination during the month of May, as Glam Gardens joins together beauty, fashion and nature to celebrate the magic of The Secret Garden."


On April 26, The Secret Garden will come to life with a High Tea on Fifth Avenue outside of New York's center-six windows, officially kicking off the Glam Gardens 2016 campaign. Saks Fifth Avenue will take over part of the Fifth Avenue sidewalk and offer a high tea service for two to the public between 12 and 5.

On May 4, Saks Fifth Avenue will reach customers, locals and tourists with an off-site outpost stationed in Bryant Park, one of New York City's top destinations. Located in the heart of Manhattan, the garden themed station will provide visitors with a special offer to experience The Secret Garden at Saks Fifth Avenue New York. The following day, Harper's BAZAAR Executive Fashion and Beauty Editor, Avril Graham, will work with customers in-store from 2 to 5 as part of the Glam Gardens celebration.

Saks Fifth Avenue New York's main floor will also be a lively destination throughout the campaign with participating vendor counters offering complimentary beauty services, unique floral themed events and premier offerings available exclusively during Glam Gardens.


This year, for the first time ever, Saks Fifth Avenue will create custom 360-degree YouTube videos, allowing customers to digitally immerse themselves in the curated Fifth Avenue windows and control their point of view within the various secret gardens. Saks Fifth Avenue will also partner with SnapChat on an exclusive filter, from which customers can join the Glam Gardens experience, within a nearby radius, by filtering their photo with a customized Glam Gardens scape. Continuing on the success of #SaksGlamGardens from last year, customers will be invited to share photos of their favorite secret gardens and re-post their shots to Instagram to be featured in the Saks Fifth Avenue weekly roundup.

Saks Fifth Avenue welcomes viewers to connect via its social channels, listed below, and to follow #SaksGlamGardens for insider access.


Saks Fifth Avenue, one of the world's pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. As part of the Hudson's Bay Company brand portfolio, Saks operates 40 full-line stores in 22 states and Canada, five international licensed stores and, the company's online store.

Saks Fifth Avenue
Heather Gray
Saks Fifth Avenue
Caitie Attarian

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