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 both parties, home and fine fragrance company Nest New York has teamed up with The Fifth Avenue Association to scent the avenue with its bestselling “Holiday” fragrance from Nov. 24 through the end of the year.
“We’re excited to bring another dimension to the holiday experience on Fifth Avenue,” said Marie Ternes Boster, president of the Fifth Avenue Association. “Everyone wants to surprise and delight, but I think this [partnership] nails that.”
One-hundred-and-fifty lighted Christmas trees — a mix of fraser and noble fir — will line the avenue’s sidewalks from 46th 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.
“Fifth Avenue is known for making the holidays spectacular — it’s a destination for everyone around the globe. As a proud New Yorker, I’m honored to be able 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 an extraordinary street experience that supports the retailers who call Fifth Avenue home; we want to create an outside experience that draws people inside,” she said.
As part of the initiative, Bergdorf Goodman will display a holiday-branded cart outside of the building’s facade on weekends, and has decked out a holiday-themed express elevator to bring guests to the retailer’s home floor, where they can shop the full Nest collection. Guests can also shop Nest’s complete holiday collection — which features between four to six scents each year — 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 whole as “a wonderful honor.”