The Wellery @ Saks Fifth Avenue
Fashion Director
Objective
Fill a 16,000 sq ft floor during a six-month renovation with an unexpected experiential concept focused on wellness. Open the floor to the public in four months.
Actions
Curated 18 health and wellness brands to build The Wellery — a healthy-living playground of unique pop-up shops. Created a pitch deck to entice brands. Negotiated deals. Built an immersive experience combining mini fitness studios, athleisure shops, and natural beauty spas. Partnered with Well + Good to promote the opening event.
Results
Opened on time and on budget. Nearly 2,000 healthy-living enthusiasts attended the launch — a rarity for any in-store event. Generated positive press and buzz. Reached a new audience of health enthusiasts and inspired existing customers to engage with Saks in a new way.
