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Saks Uses Events to Promote Immersive Pop-up Debuting in Aspen

Saks Uses Events to Promote Immersive Pop-up Debuting in Aspen
Photo courtesy of Alp & Isle for Saks

Luxury ecommerce platform Saks will introduce its first pop-up experience on Aspen, Colo.’s East Hyman Avenue from July 21 through July 29. Saks will celebrate the launch of the Saks Aspen Pop-Up with an immersive event-filled VIP weekend July 21-24.

Visitors to the Saks Aspen Pop-Up will find luxury women’s, men’s and ready-to-wear fashion, swim, accessories and jewelry, with Saks stylists available to provide on-demand personal consultations. The omnichannel pop-up also will offer digital touch points that allow guests to shop Saks.com on site.

For the VIP Weekend, influencers, tastemakers and top clients will enjoy a weekend of private shopping appointments at the pop-up location, plus horseback riding, yoga, spa treatments and gifting. Marc Metrick, CEO of Saks, and actor Zoey Deutch will host a welcome party at Casa Tua Aspen. Summer Fridays Co-Founder Marianna Hewitt will host a virtual Saks Live segment on July 22 during which viewers will receive a behind-the-scenes tour of the space. Additional events are scheduled throughout the weekend, including a dinner with jewelry designer Anita Ko.

Among the brands featured within the 2,000-square-foot-space will be:

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  • Alexander McQueen;
  • Balmain;
  • Bottega Veneta;
  • Chloé;
  • Celine;
  • Farm Rio;
  • Isaia;
  • Johanna Ortiz;
  • Khaite;
  • Kiton;
  • Loewe;
  • Missoni;
  • Off-White;
  • Staud;
  • Versace; and
  • Zimmermann.

Designers of the space focused on creating an Instagram-ready environment. The space’s interior creates a fun yet sophisticated summery theme, with bright white walls complemented by colorful splashes of bold hues. White displays pop with colorful tops, drawing attention to the products they feature.

A Saks-branded ice cream cart featuring goods from local businesses will be on-site and complimentary outdoor seating will provide a comfortable spot for guests who want to sit back and people watch along East Hyman Avenue. Saks-branded dog treats will be available to keep furry companions happy.

“We are excited to bring the Saks experience to life in Aspen for the first time through this immersive pop-up shopping destination,” said Metrick in a statement. “The Saks Aspen Pop-Up serves as a physical representation of our industry-leading digital platform, combining an expertly curated assortment of luxury fashion and the highly personalized customer service for which we are known. At Saks, we believe it is crucial to continue connecting with our customers through unique and intimate experiences that bridge the gap between our digital and physical offerings. We are committed to showing the full potential of Saks’ redefined luxury shopping ecosystem as we continue to evolve our business model for the future.”

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