Love Letters to New York
LOVE LETTERS TO NEW YORK
MATTE had the honor of collaborating with the esteemed Bergdorf Goodman to engage new and existing customers through an experiential extension activation and content capture off the heels of the “Love Letters to New York” commercial seasonal fashion campaign.
BERGDORF GOODMAN CELEBRATES NYC
Our activations aimed to reaffirm Bergdorf Goodman’s stance as the leading luxury department store and to celebrate the city of New York, which has survived and now begins to thrive again after the global pandemic devastated the city and all of its local residence.
The in-store and exterior installation allows the “Love Letters to New York” to come to life as fabricated letters were displayed as an art installation in the ever-famous Bergdorf Goodman 58th Street in-store Window display and the scaffolding of the building’s exterior.
THE LOVE LETTERS
“Love Letters to New York” transpires through a campaign that spotlights a diverse group of prominent New Yorkers. We asked Isolde Brielmaier, Christy Turlington and Debbie Harry among many other tastemakers to craft their own personal love letter to New York in their own handwriting. Once written, we captured the letter themselves to be used across various BG platforms.
A COLLECTION OF 40+ INFLUENTIAL LETTERS
In total, more than 40 of some of the most influential figures in fashion wrote heartfelt letters to New York which were showcased in the installation as well across Bergdorf’s digital platforms. Since the installation went live, hundreds of handwritten customer letters have been added to the collection.
Letters to New York penned by Christy Turlington, Debbie Harry, Simone Rocha, Michael Kors, Jason Wu, Peter Do, Joseph Altuzarra, Brunello Cucinelli, Lauren Servideo, and Isolde Brielmaier, to name a few.
MATTE created a custom AR filter on Instagram which “placed” users in the window at Bergdorf Goodman’s iconic store on 58th Street in New York City. Linda Fargo, the Fashion Director at Bergdorf Goodman’s NYC store, even left a special message on the store’s Instagram channel welcoming viewers to step into the display themselves. In addition to the letter assets which were used across Bergdorf’s social channels, MATTE also created a set of custom stickers that can be used in the creation of New York City and Bergdorf Goodman inspired story compositions on Instagram.
Matthew Rowean, Partner & Chief Creative Officer
Dylan Notestine, Creative Lead
Vahhab Aboonour, Experiential Designer
MJ Kim, Designer
Richard Randall, Head of Experiential Production
Evan Amzuri, Producer
Lennon Chuang, Account Director
Zoe Weimersheimer, Account Manager
Antonia Singer, Accounts Coordinator