Nordstrom New York

The Challenge:
Approaching the fifth anniversary of its flagship store on 57th & Broadway, Nordstrom faced a critical challenge: how to drive awareness and in-store shopping in a city that already has the best shopping in the world. Not only did the Nordstrom brand not feel truly authentic to NYC, but department stores as a whole carried a reputation of being outdated and irrelevant. We needed to reposition Nordstrom as a must-visit destination—one that truly gets New Yorkers and their dynamic, ever-changing lifestyles.

The Strategic Insight:
We found that one of the best parts of living in New York is that you never quite know where the day (or night) will take you—but wherever you end up, it’s bound to be a style moment. In a city that feels like a constant juggling act of unexpected adventures, New Yorkers could really use a fashion destination that prepares them for anything.

The Big Idea:
Introducing “Nordstrom For Everything New York”, a campaign that took our quality and services beyond our four walls to become an essential part of the New York experience. To prove just how much Nordstrom understands the city, we aligned the brand with four beloved NYC institutions: the historic Apollo Theater in Harlem, the locally-loved Barney Greengrass on the Upper West Side, the sceney Café Dante in the West Village, and the charming Casa Magazines in the Flatiron District. These iconic destinations became the backdrop for our campaign, featuring real New Yorkers in everyday authentic moments—grabbing a morning coffee, heading to a date night, meeting up with friends. By placing Nordstrom directly in the heart of NYC culture, we transformed it from just another irrelevant department store into a brand that understands—and outfits—New Yorkers for anything and everything the city throws their way.

The Results:
- Awareness increased and was at an all time high at 96% - on par with Amazon- result aligned to timing of “For Everything New York”
- Marketing channels combined exceeded 780M impressions to NY consumers within the first few days of launch
- 700% growth rate in social following attributed to increased content, active conversations, and highly engaging content