Buddha Mama’s Bergdorf’s Residency Is a Lesson in Visible Branding – JCK

Die-hard jewellery lovers by no means want an excuse to pop into New York’s Bergdorf Goodman, however in the event you get an opportunity to take action earlier than April 25, make your approach over to the Buddha Mama shop-in-shop. Actually tucked away in a nook on the primary flooring, it occupies an area the scale of a walk-in closet. However what struck me once I had an opportunity to go to earlier this month is that regardless of its small dimension, each inch of it’s bursting with branded power.

Buddha Mama x Berfdorfs exterior
The Buddha Mama shop-in-shop at Bergdorf Goodman

With items product of 20k gold, valuable stones, and enamel, the Buddha Mama assortment is loosely impressed by Buddhism and displays an aesthetic that mixes conventional Jap indicators and symbols of safety with a contemporary pop-art sensibility and historical jewellery manufacturing strategies.

The branding parts have modified a couple of instances over the lifetime of the Miami-based model, however floating clouds—make that “multicolor, vivid, nearly hyperpop–meets–Zen Buddha clouds,” based on founder Nancy Badia—have turn out to be a brand new icon of the model. The motif options prominently in Buddha Mama’s Bergdorf’s store, showing in each its customized wallpaper and a number of the jewellery vitrines (pictured at high).

Buddha Mama x Bergdorfs wallpaper
Because the circumstances have been everlasting fixtures, Buddha Mama and relied on the wallpaper to envelop and rework the house.

Badia and her daughter Dakota, who co-design the road, labored with their longtime gross sales and advertising marketing consultant Elizabeth Bonanno of the EAB Project, Melanie Allegra, girls’s visible presentation director at Bergdorf’s, and Eileen Beere, senior account director at manufacturing company Arsenal New York, to encapsulate Buddha Mama’s visible identification in a setting that would depart buyers enchanted, intrigued, and totally immersed within the model’s spiritual-yet-luxurious world.

“We needed to create a Buddha Mama dwelling expertise however actually elevate the course of the visible language, so we went rather less pop-art and somewhat extra luxe, bringing in additional parts of the cosmos and incorporating the signature Buddha clouds into customized wallpaper,” says Bonanno.

“The shop-in-shop presentation was a collaborative enterprise, with Bergdorf Goodman having ultimate approval,” explains Bonanno. “Our total theme was ‘celestial love,’ and the clouds idea appeared excellent. Arsenal created the wallpaper based mostly on the paintings we discovered, and BG helped us set up a scale that will work finest.”

Buddha Mama x Bergdorf cases
The wallpaper on the within of the vitrines is a scaled-down model of the design seen on the partitions, whereas the material on all of the customized shows have been color-matched to the wallpaper. 
Buddha Mama intentions
In the midst of the house, a pedestal stands atop a classic rug and gives an “intention bowl” for guests to put their written intentions and ship into the universe. “This was about making the house interactive, however we additionally needed to fill the house with good vibes,” says branding marketing consultant Elizabeth Bonanno. Phases of the moon are projected onto the ceiling. 
Buddha Mama x Bergdorfs buddhas
In an adjoining hall, the Buddha Mama model introduced in a tall case that holds two of Nancy Badia’s Buddhas from her private assortment. 

“Finally all ultimate selections, as they need to be, have been made by BG,” provides Bonanno. “Mel Allegra’s workforce was exceptional and pushed us to create one thing we didn’t know was doable.”

Buddha Mama’s relationship with Bergdorf’s goes again to 2017. “After they requested us to take part within the residency, we jumped on the alternative,” says Badia. “Our BG workforce looks like household now. As a boutique model, the chance to work with them was an honor.”

Given its deluxe appointments, the Bergdorf’s location was a major funding for Buddha Mama, however the the ROI is already manifesting: “We’re inspired by the outcomes to this point, and anticipate to finish this residency with a bang,” says Bonanno.

Trying forward, Buddha Mama followers can anticipate a continuation of the visible branding parts that reworked the house at Bergdorf’s to floor in every thing from its trade-show salons to its digital platforms.

“There shall be some variations from what you see at present at BG, presumably a bit funkier, however the celestial Buddha cloud vibe you get from the wall coverings shall be what drives the idea,” says Badia. “A lot of what the model creates is intentional, however quite a bit occurs within the house of freedom—freedom to permit concepts to stream, freedom to collaborate with the complete workforce. What we are able to say is that the brand new branding isn’t full but, however quickly you’ll see it loud and proud.”

Prime: From small studs to assertion necklaces, Buddha Mama is thought for consideration to element and craftsmanship in its jewellery. It’s directly outdated and new: a nod to conventional cultures, with a wink towards modern rock-star type. Its shop-in-shop residency at Bergdorf Goodman started in February and can conclude on the finish of April. (Images courtesy of Buddha Mama)

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