Macy's-owned chain Bloomingdale's is launching its 'shop-in-shop' concept, to be curated every two months based on a different theme. The goal is to draw locals and tourists alike into the store. The spaces will also hold events, ranging from food tastings to fitness classes. "It'll be like a Broadway show, with limited showing," said Frank Berman, Bloomingdale's executive vice president and chief marketing officer. "That's the sense of urgency we want to have around the space."

While Bloomingdale's hopes that its own permanent pop-up will drive customers into the store through sheer novelty, it projects that sales will be boosted as well. By partnering with new brands on a temporary basis, Bloomingdale's will be able to test their success and screen products for future long-term wholesale agreements, Berman said. "We want to make sure we're driving both interest and traffic. While we're looking to acquire new customers, sell-through is important," Berman said. "It's not meant to be a just an exhibit — it's an interactive shopping experience and [a way of] tracking new customer acquisition."

The Carousel will be featured in two Bloomingdale's locations in New York — Soho and 59th Street — as well as its San Francisco and Century City outposts. If successful, the concept could expand to other stores. Every space is about 950-square-foot, with the exception of 59th Street, which will be 1,600 square feet and is intended to feel like a standalone boutique. Online shoppers will get an idea of the shop through video content and its own store web page.