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 case 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 dimensions 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 manufactured from 20k gold, treasured stones, and enamel, the Buddha Mama assortment is loosely impressed by Buddhism and displays an aesthetic that mixes conventional Japanese indicators and symbols of safety with a contemporary pop-art sensibility and historic jewellery manufacturing strategies.

The branding components have modified just a few instances over the lifetime of the Miami-based model, however floating clouds—make that “multicolor, vivid, virtually hyperpop–meets–Zen Buddha clouds,” in line with founder Nancy Badia—have change into 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 among the jewellery vitrines (pictured at prime).

Buddha Mama x Bergdorfs wallpaper
Because the instances had been everlasting fixtures, Buddha Mama and relied on the wallpaper to envelop and remodel the area.

Badia and her daughter Dakota, who co-design the road, labored with their longtime gross sales and advertising and marketing marketing consultant Elizabeth Bonanno of the EAB Project, Melanie Allegra, ladies’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 id in a setting that would go away customers enchanted, intrigued, and absolutely immersed within the model’s spiritual-yet-luxurious world.

“We wished to create a Buddha Mama dwelling expertise however actually elevate the course of the visible language, so we went rather less pop-art and a bit of extra luxe, bringing in additional components 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 last approval,” explains Bonanno. “Our general theme was ‘celestial love,’ and the clouds idea appeared good. Arsenal created the wallpaper based mostly on the paintings we discovered, and BG helped us set up a scale that might 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 had been color-matched to the wallpaper. 
Buddha Mama intentions
In the course of the area, a pedestal stands atop a classic rug and gives an “intention bowl” for guests to position their written intentions and ship into the universe. “This was about making the area interactive, however we additionally wished to fill the area 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. 

“In the end all last selections, as they need to be, had been made by BG,” provides Bonanno. “Mel Allegra’s crew was exceptional and pushed us to create one thing we didn’t know was potential.”

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 crew appears 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 big 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 components that reworked the area at Bergdorf’s to floor in all the pieces from its trade-show salons to its digital platforms.

“There can be some variations from what you see at the moment at BG, presumably a bit funkier, however the celestial Buddha cloud vibe you get from the wall coverings can be what drives the idea,” says Badia. “A lot of what the model creates is intentional, however so much occurs within the area of freedom—freedom to permit concepts to move, freedom to collaborate with your entire crew. What we will say is that the brand new branding isn’t full but, however quickly you’ll see it loud and proud.”

High: From small studs to assertion necklaces, Buddha Mama is understood for consideration to element and craftsmanship in its jewellery. It’s without delay previous and new: a nod to conventional cultures, with a wink towards up to date 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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