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Bergdorf Goodman Fifth Ave.

Bergdorf Goodman’s BG 20/20 plan is one of the most ambitious retail renovations luxury shoppers have ever seen. The five-year project that began in 2013 most recently saw a penthouse-like redesign of the sixth floor at BG’s Fifth Ave. NYC flagship. The Olsen twins’ The Row fashion house now stands front and center, while a new section called “The Lab” spotlights emerging designers and new labels.

Next, BG is preparing to unveil the “Jewelry Salon.” The brand’s new-look, store-within-a-store jewelry department on the main floor is expected to be ready just in time for the holidays.

In the meantime, Duggal was called on to uphold the Bergdorf Goodman name visually with a massive façade display. The five flex material panels total more than 3,400 square feet and reach as high as the building’s third floor. The installation took two days to coordinate and produce, eight hours to install, and required a lane closure permit from the New York State Department of Transportation to accommodate two 170-foot boom lifts.

The end result is an eye-catching brand statement both reminding shoppers that BG is still open during construction, and directing them to the Fifth Ave. entrance.

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