The Neiman Marcus Pop-up Book is a fantastical story of a girl’s journey through Neiman Marcus from past to present, visually recounted in one dazzling spread after the other. Assembling the book was highly complex, from the optical illusions required of the photography to the meticulous engineering of all seven pops, but its exquisite execution allowed for an effortless, interactive experience. The book drew on quintessential NM themes, like fashion, art, and Christmas décor, but advanced them with unexpected compositions that flirted with the surreal. For an established corporation like Neiman Marcus, it was important to create an experience that would simultaneously pay homage to their heritage and breathe new life into their luxury-brand allure.
Neiman Marcus Pop-Up Book
In anticipation of its 100th anniversary in 2006, Neiman Marcus approached us with a unique challenge: How could we help them bring their brand to life on the printed page while maintaining their characteristic flair and style? They envisioned a project that would not only capture their spirit of fancy and reputation of elegance but also commemorate their historical and artistic heritage.
A Fantastic Journey in Three Dimensions
Expanding the Book’s Reach
We soon realized that we could reach a much larger portion of NM’s clientele with additional marketing solutions that would call more attention to both the book and the anniversary. So we created a promotional section about the book for the store’s anniversary catalog featuring an actual pop-up insert from the book, as well as a line of pop-up holiday cards that were a huge hit with customers and quickly sold out.
