Neiman Marcus Brings the Beach to Stores


Neiman Marcus, as part of an ongoing collaboration with fashion company LOEWE, has launched its second iteration of the LOEWE x Paula's Ibiza pop-up exclusively at the luxury retailer’s Beverly Hills store. The pop-up experience called “La Playa” (or “the beach” in English) features the latest capsule collection inspired by Spain’s Balearic Islands as well as artful activations such as a complimentary nail art station and specially curated cocktails, according to a news release from the retailer.

"Our customers are ready to travel again this summer, have fun with shopping experiences, and express joy in their personal style. As we continue our special partnership with LOEWE, we are creating an exciting, exclusive LOEWE x Paula's Ibiza immersive installation that gives them the opportunity to explore the carefree playfulness of summer in Ibiza," said Lana Todorovich, president and chief merchandising officer, Neiman Marcus, in the release. "We always look to innovate the ways in which we engage with our customers, and the vibrant ready-to-wear and accessories from this collection transport our Beverly Hills store visitors all the way to Spain through the one-of-a-kind La Playa experience."


The La Playa experience is a nod to LOEWE x Paula's Ibiza “signature fun and lively culture” through its curated selection of vinyl records with 100% of the proceeds benefiting The Wallis Annenberg Center for the Performing Arts. Shoppers can also receive a complimentary manicure at the in-store nail station, which offers original artwork, custom cocktails at the Bar on 4 and one-on-one shopping experiences with style advisors.

The pop-up draws inspiration from “the endless party that is associated with Ibiza's identity,” while the new LOEWE x Paula's Ibiza collection is “full of vibrancy for a colorful take on easy-to-wear staples,” per the release. Neiman Marcus says the gender-neutral assortment carries an emphasis on “personal freedom, liberation, hedonism and sensuality,” and features ready-to-wear accessories and two new handbags exclusively available at Neiman Marcus before rolling out elsewhere.

Paula's Ibiza pieces include playful prints made with artisanal fabrics crafted in Japan, featuring colorful overdying on faded denim and crocheted elements. Dresses and tops are sparkling with all-over sequins, and relaxed shirts are made of silk. For accessories, the collection features small leather goods with marquetry cocktail motifs, sunglasses, hats, charms and jewelry, with an emphasis on woven straw and raffia textures.

The experience at Neiman Marcus Beverly Hills runs May 5–23, before moving to Neiman Marcus Atlanta from May 16–31. The collection is also available now at Neiman Marcus Beverly Hills, select stores and on the retailer’s website.