Ten years ago, Saks Fifth Avenue in New York opened its 10022-SHOE Salon. The luxury retailer has marked the tenth anniversary milestone with a set of window displays featuring custom designer birthday cakes. The cakes are connected to various popular designer brands such as Jimmy Choo and Christian Louboutin, who have been with 10022-SHOE since the start.
Tracy Margolies, chief merchant at Saks Fifth Avenue, said, “The strength and growth of 10022-SHOE over the past ten years is a testament to Saks commitment to the footwear category as well as our customers’ desire for the depth and breadth of our designer and emerging designer shoe assortment.
“10022-SHOE is a landmark for shoe lovers in New York City and around the world for one-of-a-kind merchandise and experiences that they cannot find anywhere else – a core principle of Saks’ identity.”
The creative shop displays total 16, with all the windows showing the unique designs of the various fashion brands, including Gucci, Prada and Manolo Blahnik.
The focal point of all the window displays, in front of a velvet padded backdrop, are tiered cakes. The cakes are coloured and decorated differently according to the designer brand they are representing. The window for Chloé has a glittering, sequined cake with ‘Chloé’ in neon writing on the front of the cake. Aquazzura has a black and white striped cake, with a gold pineapple 3D prop as the cake topper.
Each designer brand brings something new and different to each window on display; there is colour, props, and most of all, fantastic shoes on display.
All the windows that are part of the display also include a window decal that reads, “Celebrating 10 years, 10022-SHOE,” and a line drawing of a stiletto shoe. Other smaller decals are of the hashtags used in the campaign, such as #10022SHOE.
Image credit: Saks / Instagram