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Macy's captures unique culture of Brasil this spring

02
Feb '12
This spring, Macy's will enchant customers with a magical journey to one of the most talked about countries on earth, Brasil. From Sao Paulo to Rio, and from the Amazon to Bahia, Macy's tribute campaign aims to capture the spirit of this rich and intriguing culture through specially-curated in-store shops, collaborations with well-known Brasilian fashion designers, Brasil-themed events in stores and a fundraising program to benefit the Amazon Rainforest.

Macy's Brasil campaign will officially kick-off on May 16, and can be previewed in early spring through a series of curated shops and events including Macy's annual Flower Shows. These floral extravaganzas at the retailer's New York flagship, Macy's Herald Square, and at four other stores nationwide, will feature lush floral designs dedicated to Brasilian culture.

"From an abundance of fashion-forward brands and products, to popular arts and enterprising, fun-loving people, Brasil continues to build a strong global footprint that appeals to audiences and diverse groups around the world," said Martine Reardon, Macy's executive vice president of Marketing. "In tribute to Brasil's colorful culture, its thriving creative class and global influence, Macy's has developed a campaign that spotlights its unique contributions to fashion, art and design as part of our ongoing focus on delivering magical moments with our millions of customers every day."

Since the beginning stages of the program, Macy's has worked with leading members of the Brasilian creative class to ensure authenticity of "Brasil," named to reflect the traditional Portuguese spelling of the country. In appreciation of the hundreds of thousands of Brasilian tourists that come to Macy's each year, this campaign provides a way to bring the country's unrivaled passion and influential culture to life for Macy's customers in stores across the country and on macys.com.

Curated shops featuring authentic Brasilian product in a variety of categories including fashion, home, beauty, accessories and art pieces, have been hand-selected to create a colorful and inviting main floor environment in 300 Macy's stores. In addition, designer capsule collections will emerge in late spring. Each capsule will speak to the designer's unique aesthetic with Brasilian-inspired color, prints and silhouettes taking center stage.

Macy's will pay homage to Brasil's many famous celebrations and festivals with a variety of unique in-store events that will take place regularly throughout the campaign. As a preview to the launch, Macy's flagship stores in New York City, Philadelphia, Minneapolis, Chicago and San Francisco will bloom into a tropical oasis featuring magnificent landscaped gardens brimming with color and the spirit of the Brasilian experience as Macy's Flower Show presents Brasil:Gardens in Paradise.

Two weeks of special events, running concurrent with the Flower Show, will illuminate different aspects of Brasilian culture from dance to music to crafts to cooking, and will take place Sunday, March 25 through Saturday, April 7.

Macy's


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