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Alexander Wang Introduces Sneakerheads to Bergdorf Goodman

Photo: <a href="http://www.wwd.com/retail-news/specialty-stores/alexander-wangs-kickoff-at-bergdorf-goodman-8151678">WWD</a>
Photo: WWD

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When a new Alexander Wang collection comes to your store, a cocktail hour with champagne and canapés just won't do. And luckily, the designer's propensity to think out of the box is being welcomed at one of New York's most historic, traditional stores with open arms.

Come January 29th, the brand's barcode logo displayed above will be cast over Bergdorf Goodman after dark, WWD reports. That's in conjunction with an installation in the "hallowed" Luxe Room on the ground floor, two Fifth Avenue windows that have already been unveiled, and a pop-up in the contemporary 5F level that mirrors his runway show.

Of the windows, "We had the idea to theme it around the bedroom of a sneakerhead," Wang told the paper, with each (one with an all-white tennis motif, the other black-on-black with basketball gear) stuffed with shoe boxes.

And inside, customers can find exclusive touches from those windows for purchase, like the shoe boxes and posters displaying the barcode log and all-black basketballs and all-white tennis rackets (another example of Wang's affinity for objets d'art). Plus, shoppers who spend more than $500 will receive a USB key holding a playlist from the Wang-favored DJ Jesse Marco.

"With this collection, there's so much handwork, to really be able to display it in that kind of environment, we're so honored," Wang added. It looks like it's part of a trend for the department store, which invoked a similar mash-up of contemporary and luxury last fall with Chanel's gym-themed display on 5F.

· Alexander Wang's Kickoff at Bergdorf Goodman [WWD]
· Alexander Wang Enables Your Gym Clothes Addiction [Racked]
· Alexander Wang Transformed Your Pedestrian Beanbag Chair into an $8.8k Objet d'Art [Racked]

Alexander Wang

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