Setting the scene to shop
December 03, 2019
If you’re ready to get merry and bright for the holidays, simply step inside our stores in Aurora, New York, and in SoHo in New York City.
Both locations are sparkling winter wonderlands, filled with holiday decor, plus loads of products that simply need a bow and they’re good to gift to someone special, including yourself.
The vision for these settings belongs to Nerissa Calder, our visual manager for retail operations. Says Nerissa, “I want the shop experience to be that you’re surrounded by magical products that will envelop you in the Christmas spirit.”
Nerissa begins to plan the shops’ decor nearly a year before the holiday products are unveiled online and in our stores. Then, by mid-November, both locations are fully decorated, featuring our three holiday decor collections—Deck the Halls (traditional red and green), Snowfall (silver and winter white), and Home Sweet Snow (pretty pastels).
The holiday displays are tailored to the size and customer base of each location. Our store in Aurora, for example, offers the luxury of space—nearly 5,000 square feet—and display areas are free-flowing. Inside the main entry, Nerissa sets the scene for shopping by decorating the center promenade with gift items that customers can easily see and touch.
The back of the store has been transformed into our Christmas Shop. Says Nerissa, “Everything you need to decorate your tree lives in this room.” Three large trees featuring the holiday decor collections are on display, and they also incorporate classic MacKenzie-Childs products among the branches, including Taylor and Courtly Check ceramics and Flower Market enamelware.
The SoHo store, which opened in March, is half the size of the Aurora store—about 2,500 square feet. Its display areas are more defined and focus on how products will function in specific spaces. The Tabletop Lab, for instance, displays our new wintry Highbanks dinnerware, and the seasonal section is home to Christmas decor and decorated Christmas trees. Glow Home Apothecary, another new collection that we’re excited about and makes a great gift, is near the MacKenzie-Childs Glow Candle Bar.
The SoHo store is in a shopping district and often attracts tourists who pop into the store, enticed by the color and charm that they see through the windows. Although the windows aren’t as large as some of our previous New York City stores, they do make a big impact, especially when they display one of our unique lamp mannequins.
“The mannequins make people want to come in,” says Nerissa. “They have an attitude.”
For the holidays, some of the windows also feature holiday decor, which beckons passersby to come inside and look around. And once inside, Nerissa knows that the excitement of the season will take over and customers will be thinking about their own holiday decor.
“You’ll find that there’s something special to add, plus you’ll find lots of ideas for reinterpreting the old favorites you already own,” she says. “You’re never done decorating for the holidays. There’s always something to make it fresh and new.”
Ready to visit us and shop? We’d love to see you. Here’s what you need to know about the stores’ locations, hours, and events.