I just love this story: Nordstrom is rumored to be opening a concept store in SoHo where all the profits are donated to charity.

Wow. That's an incredible experiential strategy. As I wrote in Experience the Message, the first imperative to any true experiential campaign is rooted in benefit and altruism.

This fits the bill perfectly.


  1. Love this. In Paris the owners of the Bonne Marche (the real one, a very high end department store not the long gone unrelated US shop) instead of just giving to charity opened a store called Merci.
    Profits go to charity and affordable clothing, house and lifestyle product sit on shelves beside iconic pricier product. It both helps worthy causes and helps people have beautiful but assessable things they will want to own for a lifetime, at affordable prices and responsible manufacturing.
    Merci and Nordstroms, both big stores with family backing…. more companies need such altruism, give a foundation to experiential business.

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