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Will displaying fantasy gifts lift Neiman Marcus' Christmas sales?

Written by Tom Ryan
For the first time, Neiman Marcus is putting some of the extravagant items in its famed annual Christmas Book on public display. An exhibit of five items is taking place during the holiday season at the upscale Roosevelt Field Mall in Garden City, Long Island, where the chain is set to open a store next February. The Fantasy Gifts, now in their 56th year, are individually curated and crafted by Hollywood celebrities, renowned artists, and fashion and jewelry designers from around the world. The Fantasy Gifts exhibition will feature:
  • An Arch motorcycle and ride experience with Keanu Reeves, $150,000;
  • The Orphan Barrel Project of rare whiskeys and exclusive trip to Kentucky, $125,000;
  • World View space exploration voyage trip and luxury Arizona resort experience, $90,000;
  • Italy tour with acclaimed jewelry designer Ippolita Rostagno and Artemest craftsmen, $150,000;
  • Abigail and Paul Vogel one-of-a-kind Couture Diary, $10,000.
"Giving our Roosevelt Field shoppers a chance to view these gifts — beautifully presented in custom-designed cases — is something that has never been done before and is the perfect way to welcome in the holiday season," said David Contis, president of Simon Malls, in a statement. "It's also a glimpse into all that Neiman Marcus will add to the Long Island shopping scene when they open their Roosevelt Field location early next year." A portion of the proceeds from this year's purchased gifts will be donated to the Heart of Neiman Marcus Foundation, which brings enriching art experiences to youth in communities nationwide. "This is a way to generate excitement in the mall beyond the regular advertising that's to be expected," says Mimi Sterling, a spokesperson for Neiman Marcus, told Fortune. "This is to capitalize on the incredible holiday foot traffic at Roosevelt Field."

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