Bloomingdale’s
- Client
- Bloomingdale’s
- Location
- New York
- Project
- The Carousel, immersive capsules
- Context
- With Float4, Montreal studio
- My role
- Creative director of the capsules, within Float4
- Period
- Since 2019
The Carousel: a space in the New York store that changes worlds with every collection.
The context
Inside Bloomingdale’s New York store, The Carousel is a permanent space framed by two video walls. It takes on a new world with each of the house’s capsule collections: since it opened in 2018, Float4 has created twenty-three of them.
My background in luxury, from Van Cleef & Arpels to Graff, naturally led Float4 to entrust me with several of these capsules, from the store’s 150th anniversary to the release of the Barbie movie.
My role
For The Carousel capsules at Bloomingdale’s in New York, I led, with Float4, the creative direction of immersive films designed for the space’s two walls. Each theme called for its own visual and motion language, from concept to motion design supervision.
For the release of Barbie, conversations with Warner Bros. set the license constraints and how they would translate into the experience. For Bloomingdale’s 150th anniversary, the house archives became the raw material of a piece that set its heritage in motion.
The result
The team
- Studio
- Float4
- Creative direction of the capsules
- Nelly Tadjer
- Motion design
- Gwendal Creurer