Now through June 26, the inside of Westfield Montgomery will be more colorful and whimsical than ever.
Some 10,000 flowers are planted in the lower level of the Nordstrom wing as part of Montgomery in Bloom, a six-week interactive floral event.
The inspiration came from the Macy’s NYC Flower Show, which was a favorite annual event of a Westfield senior marketing official while growing up.
“We wanted customers to feel they are shopping in a mall–but not,” said Morgan McLoud, marketing manager for Westfield’s Maryland district.
Events include a paint and pour event hosted by Wine & Design, with some proceeds going towards Children’s National Research Hospital, live makeup tutorials, product and food demos with sampling, hand massages, yoga classes, and more. Retailers like Specs Eyewear are on hand, with customers modeling sunglasses with the selfie paradise backdrop.
That wing of Nordstrom’s was picked to get the flower treatment because it draws the highest-end customer, and events are slated during the most-trafficked days of the week starting on Wednesday.
An entrance area includes a fountain dressed with real and fake flowers, paired to the sounds of birds and waterfalls. Animals are also in on the action. A Zoo Garden includes a parade of flower-clad (fake) animals.
Why shower flowers all over the Montgomery location instead of another one?
“The demographic in Montgomery seems to like out-of-the box stuff,” she said.