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17 Nov

Fifth Avenue Will Smell Like Nest Recent York’s ‘Holiday’

The well-loved sights and sounds of Fifth Avenue will soon be joined by a signature scent.

In a first-of-its-kind partnership for each parties, home and positive fragrance company Nest Recent York has teamed up with The Fifth Avenue Association to scent the avenue with its bestselling “Holiday” fragrance from Nov. 24 through the top of the 12 months.

“We’re excited to bring one other dimension to the vacation experience on Fifth Avenue,” said Marie Ternes Boster, president of the Fifth Avenue Association. “Everyone desires to surprise and delight, but I feel this [partnership] nails that.”

One-hundred-and-fifty lighted Christmas trees — a combination of fraser and noble fir — will line the avenue’s sidewalks from forty sixth through 61st Streets, with mist scent diffusers from Scent Marketing Inc. dispersed across every few tree clusters to distribute the fragrance, which features notes of pomegranate, pine, cloves, cinnamon and mandarin orange.

Nest’s Holiday scent collection.

courtesy

“Fifth Avenue is thought for making the vacations spectacular — it’s a destination for everybody across the globe. As a proud Recent Yorker, I’m honored to have the option to contribute to the festivities,” said Nest founder Laura Slatkin.

It just so happens, too, that Nest’s retail partners — Sephora, Saks and Bergdorf Goodman — line Fifth Avenue, making the brand and partnership a “great knitting of the avenue,” noted Boster.

“Our job at The Fifth Avenue Association is to create a rare street experience that supports the retailers who call Fifth Avenue home; we would like to create an out of doors experience that pulls people inside,” she said.

Nest's upcoming scented tree display at Bergdorf Goodman.

Nest’s upcoming scented tree display at Bergdorf Goodman.

courtesy

As a part of the initiative, Bergdorf Goodman will display a holiday-branded cart outside of the constructing’s facade on weekends, and has decked out a holiday-themed express elevator to bring guests to the retailer’s home floor, where they’ll shop the complete Nest collection. Guests may also shop Nest’s complete holiday collection — which features between 4 to 6 scents annually — directly from the tree displays via QR code.

“To be partnering with Bergdorf Goodman, who we launched with back in 2008, to bring this experience to life is just touching,” said Slatkin, describing the scenting initiative as a complete as “a beautiful honor.”

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