01Floral entry
Stop the sidewalk
A flower-filled storefront invited Meatpacking District passersby to step inside the collection.
JCPenney presents / Project Bloom / New York 2023
JCPenney ×Prabal Gurung
A flower-market-inspired pop-up where a new spring collection came alive through fashion, florals and community.
Meatpacking DistrictMarch 2023
JCPenney transformed the launch of Prabal Gurung's spring collection into a two-day destination in Manhattan's Meatpacking District—opening first to press, talent and influencers, then inviting the public to experience and shop the collection.
The flower-market-inspired environment brought the campaign world into three dimensions through immersive product displays, floral installations, mobile shopping touchpoints and bouquet takeaways. Every moment was designed to move guests naturally from discovery to participation and purchase.
Spring,
staged in full bloom.
A garden path connected four deliberate moments—from the sidewalk invitation to a bouquet in hand—turning a product launch into a living retail experience.
Walk into
the garden.
A two-day retail experience / press preview / cocktail event / public shopping day
Four moments.
One garden path.
From sidewalk invitation to a bouquet in hand
01
02Spring display
Shop the garden
Mannequins, campaign portraits and layered florals turned the new line into an immersive showroom.
03Scan to shop
From room to cart
A consistent QR journey let guests discover and purchase their favorite pieces directly from their phones.
04Bouquet takeaway
Leave with bloom
Guests created bouquets during the preview, while public attendees received a ready-made floral takeaway.
A colorful collection,
in living color.
Campaign world / product display / floral photo moments
The collection
found its crowd.
Press / talent / influencers / New York shoppers
Across the private preview, evening cocktail and public-facing shopping experience.
Turning campaign imagery and display into direct, hands-on product discovery.
Fashion in the room. Flowers in every hand. A launch in full bloom.
New York / March 2023JCPenney × Prabal Gurung / Project Bloom
