What: Neiman Marcus says innovative immersive store experiences are planned for over the next 18 months.

Why is it important: While many retailers embrace a digital-first identity, Neiman Marcus is touting its blueprint for “retail-tainment.” It is about “reimagining” store experiences, and it entails working with brands and designers to come up with more imaginative and often complex experiences and presentations for shoppers that go beyond the usual retail theater.

The onset of the strategy started with the three-week Prada Coast installation at the Neiman Marcus store in the NorthPark Center in Dallas in June 2021. The setup was elaborate, recreating an Italian beach, with LED walls with live crashing ocean waves, sand, lifeguards, gelato and Prada’s summer collection set in a 2,200-square-foot installation on the main floor.

On Thursday, Neiman’s unveils a Burberry takeover at its store in the Lenox Square mall in Atlanta. The exterior has been wrapped with Burberry’s TB monogram print and more than 50 styles in men’s, women’s and accessories, all exclusive to Neiman’s, are displayed inside.

Neiman’s retail-tainment strategy has been resonating with shoppers and benefited from consumers’ renewed interest in shopping stores. Whether that endures or is just a short-term reaction by consumers after being cooped up at home during COVID-19 remains to be seen.

Neiman Marcus’ latest calling: ‘Retail-tainment’ 

Neiman Marcus welcomes Burberry's summer takeover