Bloomingdale's - The Greatest Holiday

Bloomingdale's has teamed up with new movie, The Greatest Showman from 20th Century Fox Film this Christmas. The highly anticipated film brings the story of big-top visionary P.T. Barnum to the big screen. The cinematic extravaganza guides every apsect of the retailer's holiday celebration this year, from exclusive product to in-store experiences and the iconic Bloomingdale's 59th Street holiday windows.

'We are thrilled to welcome New Yorkers and visitors of all ages to experience this year's spectacular design and animation,' says Tony Spring, chairman and CEO of Bloomingdale's. 'The magic of P.T. Barnum is captured throughout our 59th Street flagship, inspired by our partnership with The Greatest Showman and brought to life with 7.6 million Swarovski crystals in our Lexington Avenue windows.'

Frank Berman, executive vice present and chief marketing officer, adds: 'We gravitated towards this partnership because of the strong message of inclusion and following one's dreams that is prevalent throughout The Great Showman. We wanted to bring this theme to Bloomingdale's this holiday season and all year long. It has been exciting to see a major motion picture come to life within the retail sace through exclusive merchndise, in-store presence, marketing initiatives and of course Bloomingdale's holiday window displays.'

The Lexicon Avenue windows awaken the senses with magical visuals and musical moments, while Swarovski crystal-encrusted circus oddities play a starring role in each window scene. As onlookers get closer to the glass they will hear the song that each window is inspired by. The key ingredient in this year's festive windows are Swarovski crystals. More than 7,600,000 crystals were used to embellish and transform the costumes and props in each window.


The first window opens the show by drawing inspiration from The Greatest Showman’s song, From Now On. The world’s tallest and smallest men, in Swarovski crystal-adorned hats, join forces to work the ticket booth for 'The Greatest Windows on Lexington Avenue'. Behind them, a video wall morphs from circus tent stripes to peppermint inspired optical illusions. Visitors are invited to step right up and become part of the show as they push a button and watch in amazement as their faces magically appear on screen inside the window.  


The opening song of the movie, 'The Greatest Show, provides the inspiration for the next window, which features visionary showman P.T. Barnum in the circus ring introducing the oddities.


Next, onlookers are taken inside P.T. Barnum’s vivid imagination as a boy with the song, A Million Dreams. A forest of trees growing out of a run-down mansion is decorated in garlands made of Swarovski crystals. Two mannequins completely covered in Swarovski crystals represent floating shadows of circus performers. The video back wall represents Barnum’s vivid imagination, displaying more shadows of circus performers.


This window, inspired by the song, Come Alive, represents the scene inside the American Museum. A larger-than-life carriage covered in Swarovski crystals is the focal point of this window. The snake charmer, strong man and tattooed lady also make an appearance in the scene while vintage circus posters are displayed in the background. Again, onlookers can join in on the fun by interacting with the Oracle to reveal their fortune.  


This is Me is a celebration of the oddities coming together as a family despite their differences. The Bearded Lady is the star of the window surrounded by Swarovski crystal-encrusted oddities. A rotating spotlight focuses on each oddity giving them their moment to shine. Holiday trees covered in champagne glasses set the celebratory scene. 


The magical window journey ends with a heartwarming scene inside the big top where Anne Wheeler and Phillip Carlyle, played by Zendaya and Zac Efron in the film, fall in love. Phillip watches in admiration as Anne perches on her trapeze bar with the night sky shimmering behind them illuminated by over 800 Swarovski Moravian Stars.

Photography: BFA, Joe Schildhorn

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