Neiman Marcus' 2022 Fantasy Presents Embody a $3.2 Million Tiara-Necklace, a $65K Perfume Expertise and a Barbiecore Maserati
A staple of the vacation season since 1959, Neiman Marcus’ fantasy presents are famously fanciful and exorbitantly priced — suppose a $20 million submarine (2000), a $10 million racing steady (2008), a $7.1 million photo voltaic yacht (2018).
Launched as a part of its “Christmas E-book,” they will typically tie right into a theme the retailer’s pushing for the season. For 2022, it is “Make the Second,” which builds on the retailer’s “Dwell Your Luxurious” fall marketing campaign and the decades-long development of emphasizing the experiential within the fantasy presents, whether or not meaning providing a non-public Elton John live performance (2005, $1.5 million) or a weekend in Hollywood culminating in tickets to the Vainness Honest Oscars after occasion (2014, $425,000).
Neiman Marcus’ 2022 vacation marketing campaign is titled “Make the Second.”
Photograph: Courtesy of Neiman Marcus
“We begin [on the ‘Christmas Book’] a number of months out, similar to any form of editorial content material or something that we actually need to be sure that we’re setting the best tone [with],” Jodi Kahn, VP of Luxurious Vogue at Neiman Marcus, tells Fashionista. “It positively places you within the temper for the vacations. You are virtually visualizing your self in these moments all through the guide — celebrating along with your family and friends, shopping for particular presents.”
The fantasy presents aren’t all simply extravagant for extravagance’s sake: There’ll typically be a charitable element, with a part of the proceeds going to a distinct group. (Within the case of the Elton John live performance, the cash went to the Elton John AIDS Basis; $400,000 from the Oscars weekend bundle benefitted the Coronary heart of Neiman Marcus Basis.)
“They’ve actually developed into the phenomenon that they’re right now. A lot of them are tremendous excessive, however a lot of them are additionally rooted within the values of our firm,” Kahn says. The evolution of the fantasy presents, to Kahn, displays “Neiman Marcus’ capability to essentially revolutionize luxurious experiences,” a lot of that are the results of the retailer’s business relationships.
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Eight fantasy presents are on provide for 2022 (detailed additional beneath), 5 of that are experiences: There’s the chance to collaborate with Jim Marvin on your own home’s vacation decorations, to play basketball two-on-two with the Pippens, to spend a weekend in Napa with Hestan and Thomas Keller, to create a customized perfume in Paris with Francis Kurkdjian and to study polo in Aspen from Nacho Figueras and Melissa Ganzi. There’s additionally a uncommon convertible Cartier piece that is by no means been in the marketplace, a customized yard mini golf course and a Barbie-fied Maserati.
A Cartier piece relationship to 1935 will be worn as a tiara or as a necklace — for $3.2 million.
Photograph: Courtesy of Neiman Marcus
This yr’s presents will profit a bunch of organizations, together with the Coronary heart of Neiman Marcus, the Chi Prep Academy, the Keller Restaurant Reduction Fund, the Boys and Ladies Membership of America, the Boys and Ladies Membership Wellington and the Barbie Dream Hole Mission.
“Once we’re within the preliminary brainstorming section, we actually attempt to put ourselves in our buyer’s sneakers. We would like them to be residing this very luxurious life-style, to be residing their luxurious — what would attraction to them is what we at all times take into consideration,” Kahn says of what goes into the fantasy presents yearly. “Aspen could also be a spot our shoppers are going to fairly continuously, however participation in personal polo classes is one thing that they are not attending to do. A visit to Napa Valley is likely to be one thing extra widespread to them, however cooking classes with chef Thomas Keller is one thing they are not doing day-after-day.”
Past the fantasy presents, Neiman Marcus’ 100-page Christmas E-book has loads of different luxurious propositions for the vacation season — together with a collaboration between Judith Leiber and the Kardashian-Jenners, for which Kris, Kourtney, Kim, Khloe, Kendall and Kylie designed their very own rhinestone-encrusted purses that can be bought solely at Neiman Marcus and Bergdorf Goodman.
Study extra concerning the 2022 Neiman Marcus Fantasy Presents — or “moments” — beneath. Oh, and for those who’re fascinated with buying one, you possibly can go to neimanmarcus.com/fantasygifts or name 1-877-966-4438 for particulars.
“A Regal Second”
Photograph: Courtesy of Neiman Marcus
“A Festive Second”
Photograph: Courtesy of Neiman Marcus
“An All-Star Second”
Photograph: Courtesy of Neiman Marcus
“A Connoisseur Second”
Photograph: Courtesy of Neiman Marcus
“A Candy Second”
Photograph: Courtesy of Neiman Marcus
“A Bespoke Second”
Photograph: Courtesy of Neiman Marcus
“An Equestrian Second”
Photograph: Courtesy of Neiman Marcus
“A Dream Second”
Photograph: Courtesy of Neiman Marcus
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