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Bloomingdale’s to Introduce New Experiential Format

Bloomingdale’s will reveal a new format inside a handful of its stores next month, vying to be more experiential and present products and themes not necessarily expected from the department store. According to sources, the format is currently under construction at Bloomingdale’s 59th Street flagship in Manhattan and a few other stores on the East and West Coasts. One source said the concept will be called The Carousel@Bloomingdale’s, and that it will operate like a pop-up that changes its merchandise theme every two months. The concept appears to be inspired by Story, the 2,000-square-foot store on Manhattan’s West Side that changes its merchandise theme every four to eight weeks and was purchased by Macy’s Inc. last May. Macy’s Inc. operates the Macy’s, Bloomingdale’s and Blue Mercury stores. Rachel Shechtman, founder of Story, was brought into Macy’s management as chief brand experience officer. It’s not clear whether Shechtman is playing a role in developing Carousel at Bloomingdale’s, but Macy’s officials have told WWD that a strategy for expanding Story is under development. Officials at Bloomingdale’s were not available to comment on Carousel. The source described the format as high-tech, highly visual and “immersive” for customers, with events being programmed. Categories and products that Bloomingdale’s doesn’t normally carry,

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