Dallas-based department store Neiman Marcus has launched its Idea Factory as part of efforts to expand its customer base and increase traffic and visibility. Opened in five select stores, the concepts will host an array of product offerings and experiences from piercing to fashion personalization consulting to custom beauty cream mixing. The openings have taken place at Neiman Marcus locations in Dallas, Houston, Atlanta, Chicago, and the Beverly Hills section of Los Angeles.
WWD reports that phase one of the Idea Factory will welcome artists to oversee customization of sportswear, accessories and more. Phase two of the project is slated to launch in more stores this September with a focus on F&B, travel, wellness and social consciousness.
The Idea Factory is the brainchild of Ed Burstell, the retailer’s senior vice president of product innovation. In addition to functioning as an unorthodox testing lab, the Idea Factories aim to reimagine customer in-store engagement.