New York—Want to go on a colorful, cultural trip to Brazil without leaving town? Check out “Brasil: A Magical Journey” campaign, which just kicked off in select Macy’s stores and on macys.com and is running through July 15.
This vibrant campaign celebrates the colorful country with limited-edition capsule collections from renowned Brazilian designers, Brazil-inspired fashion from other designers (including Macy’s brands), a fundraising program to benefit the Amazon rainforest, a series of lively in-store events, and an opportunity to win a trip to Brazil, courtesy of Delta Air Lines.
Fashion Collaborations and Brazil-Inspired Product
In accessories, limited-edition “Brasil” collections include “FALCHI by Falchi” featuring handbags, shoes, fashion jewelry and scarves by Carlos Falchi; footwear, handbags, fashion jewelry and apparel by RACHEL Rachel Roy + Seu Jorge; Neon; Cecilia Prado; “Hermanny” by Paula Hermanny; Brazilian swim manufacturers Sauipe, Despi and ANK; and beauty brands Natura and Phebo. Francisco Costa for Calvin Klein made a dress capsule influenced by Brazilian architecture.
Macy’s brands also made Brazil-inspired product, from Betsey Johnson to I.N.C. to Kipling, featuring bold colors, leaf and tropical prints, and lots of beads.
“This week’s in-store launch of Macy’s ‘Brasil: A Magical Journey’ campaign will introduce exciting aspects of Brazilian culture to our customers and their families through fun and interactive events, great fashion and lifestyle product, and augmented reality and QR code technology,” says Martine Reardon, Macy’s chief marketing officer. “We’ve enlisted top Brazilian designers, procured brands new to the United States, and created authentic in-store experiences that truly capture the spirit of this rich and intriguing culture.”
“O, Mercado: the Market at Macy’s”
Launched last month in 300 Macy’s stores and online are the “O Mercado” shops featuring 100 exclusive and authentic Brazilian and Brazilian-inspired product. Additionally, 10% of the sale price of these items sold through July 15 (in-store and online), benefits the efforts of The Nature Conservancy (nature.org) to protect the Brazilian Amazon rainforest. A special “Give, Get and Save the Rainforest” savings pass will raise additional money.
In-Store Excitement and Events
In addition to shopping, consumers will also get to party Brazil-style with lots of in-store events. The May 15 benefit featured a Carnival-inspired celebration with the food, sights and sounds of Brazil, including acclaimed musicians Bebel Gilberto and much more.
Through augmented reality technology, Macy’s will transport customers to Brazil. Customers can download the free “Brasil: A Magical Journey” application from macys.com/brasilapp. The app interacts with artfully crafted Brazil-shaped floor map markers throughout the store, each triggering a unique augmented reality experience (i.e., trip to the Amazon, Carnivale, a soccer game and interaction with a toucan).
QR codes also deliver fashion content and videos straight from designers participating in the “Brasil” campaign to a customer’s smartphone. Check out fashion inspiration and tips from talent, including designers Francisco Costa and Carlos Falchi, and behind-the-scenes footage from the Macy’s photo shoot in Brazil.
With all experiences, customers can step in the frame and take a photo, which can be uploaded via e-mail or Facebook to be shared with family and friends.