Written on: December 22, 2023 by SprayTM
The Fifth Avenue Association tapped NEST New York, the fragrance lifestyle brand, to create a magical mood for shoppers this holiday season by scenting the world-famous stretch of Fifth Avenue between 46th and 61st Streets in New York City with NEST’s iconic, seasonal-favorite home fragrance, Holiday. To bring the experience from the street to home, Bergdorf Goodman is partnering with NEST New York on an exclusive shopping experience.
From November 20-January 4, Fifth Avenue’s lighted holiday tree displays along the sidewalks will scent the streets with NEST’s Holiday fragrance as residents and visitors alike shop and enjoy the sights. This is the first-ever scented collaboration for Fifth Avenue, who purposefully sought out an iconic New York-based and female-founded brand like NEST New York to provide an elevated experience for New Yorkers and shoppers from around the globe, said the association.
“Innovative brand collaborations are central to The Fifth Avenue Association’s mission to make every visit to our corridor elegant and exceptional,” shared Marie Boster, President, Fifth Avenue Association.
“Fifth Avenue is the premier home of holiday magic in New York City and attracts visitors far and wide to take in the sights and sounds and, this year, the wonderful scent of NEST Holiday,” she added.
NEST New York’s bestselling Holiday home fragrance features a festive blend of pomegranate, mandarin orange, pine, cloves, and cinnamon with a hint of vanilla and amber. Holiday is available in a variety of formats including candles of all sizes, Reed Diffusers and Liquid Hand Soap, as well as Fragrance Technology such as Wall Diffusers and refills for the NEST x Pura Smart Home Fragrance Diffuser.
Art by Sophie Fain
“I am thrilled to have been selected by The Fifth Avenue Association to fragrance Fifth Avenue and partner with Bergdorf Goodman to celebrate this momentous occasion,” says Laura Slatkin, Founder &Executive Chairman, NEST New York.
“As a pioneer in the home fragrance industry, it is a high honor to have been asked to fragrance Fifth Avenue with our Holiday fragrance during this magical season.”
Fifth Avenue’s Christmas tree displays, built by Holiday Collective, emit the Holiday fragrance utilizing state-of-the-art cold mist aroma diffusers from Scent Marketing Inc. to provide a seamless, safe diffusion of scent.
After visitors take in the New York City sights while enjoying the Holiday scent, shoppers can make their way to Fifth Avenue’s famed luxury retail destination, Bergdorf Goodman, for an exclusive NEST experience. NEST and Bergdorf Goodman are partnering for a first-of-it’s-kind retail collaboration to bring Holiday from the street to your home through a Holiday-branded cart outside of Bergdorf Goodman on the weekends, and a Holiday-themed express elevator to the home floor where you can find NEST’s complete collection. Visitors also can scan the QR code on the holiday tree display to shop the NEST at Bergdorf collection directly on their phone.
