Netflix's Latest Immersive Merchandise Experience: Bridgerton at Bloomingdale's
Netflix has made sure its content extends far beyond the confines of your TV or computer screen.
Its proprietary shows have spawned pop-up shops and brand collaborations that bring the Netflix brand into the tangible universe through merchandise. Aside from immersive experiences and typical promotional products, Netflix has used a designer's eye to create products and experiences that are influenced by a show without simply adding a logo to them.
A few months ago, Netflix released an "Emily in Paris" line, available online and in Saks 5th Avenue stores, that included fashionable pieces reflective of characters' wardrobes. Now, Netflix is getting a little fancier by creating a whole line of apparel and merchandise inspired by "Bridgerton," the popular period drama created by Shonda Rhimes.
Are you ready to immerse yourself in the world of @Bridgerton?
— New York Live (@newyorklivetv) March 21, 2022
Last month Bloomingdale's debuted "The Carousel at Bloomingdale's: Bridgerton," which will stock apparel for men and women, beauty products, housewares and even items for kids, according to Billboard.
Some designer lines include a Wedgwood x Sheila Bridges collection of teapots, mugs, plates, serving bowls, and teacup and saucer sets; The Hope by Tracy Reese dresses and tops (all made with sustainable material); Malone Souliers x Bridgerton shoes; and Bridgerton x Beekman 1802 soaps.
Pretty bridgerton themed dishes at Bloomingdales as I run around doing my chores pic.twitter.com/iAdnWvITAy
— Me📚💃🍉😇🇺🇦ModerateMinx,railroad at your peril (@SoupandtheCity) March 19, 2022
There are also items like bath salts, candles and scrunchies influenced by the costumes and set designs the show.
“We knew from the start that the clothes and fashion in Bridgerton would be a major focal point for the series, and it has been so satisfying to see the fans embrace it and incorporate it into their own style,” Rhimes said in a statement to Billboard. “We couldn’t be more excited to partner with The Carousel @ Bloomingdale's for this special Bridgerton-inspired pop-up where fans will have the opportunity to shop products and inclusive clothing inspired by the show and created by female designers and designers of color.”
Netflix has been using that pop-up strategy for a while now. There was a whole "Stranger Things" store in New York that used the show's branding and aesthetic in just about every way possible. The Bridgerton display, which will last until May 15, will also include a tea bar to really kick the experience up a notch.
another ny post sorry but bloomingdales had these bridgerton window displays and i’m obsessed pic.twitter.com/450nsmzrv6
— deep fried doinks (@maddirankin) March 26, 2022
It's also an extension of Netflix's strategy to create highly curated merchandise drops from high-end designers.
As long as Netflix shows maintain their popularity, there's no reason to believe the streaming behemoth would stop at just two of these pop-up experiences. Here's hoping for a bizarre line of "I Think You Should Leave" merchandise in a house decorated in Garfield memorabilia, or a "Formula 1: Drive to Survive" pit lane shop.