Here’s how we partnered with Bloomingdale’s to create the shopping bags for their Fall 2025 “Just Imagine” campaign. The project involved transforming British multimedia artist Yinka Ilori’s vibrant artwork into premium packaging for a national rollout, requiring both specialized printing techniques and direct delivery coordination to stores across the country.
We sat down with Prime Line Packaging’s creative team—Art Director Marianne Preston, Senior Designer Nicole Rittinger, and Senior Photographer Roberto Nuila—to learn how they brought this ambitious project to life.
The Creative Challenge: More Than Just a Shopping Bag
Q: What unique challenges and opportunities did this artist collaboration present compared to more traditional retail packaging projects?
A: “The artwork was already created by Yinka Ilori, which was exciting but also challenging. What made this particularly complex was that the bags were part of a comprehensive campaign that included a complete façade transformation and carousel takeover at the flagship store. This meant it was more vital than ever to ensure the colors were vibrant and matched perfectly across all touchpoints. Bloomingdale’s provided detailed brand guidelines that included turn-top messaging and bottom FSC markings, in addition to the art. Prime Line suggested adding spot UV treatment to the Bloomingdale’s logo on the front, back and side gussets, as well as the “Little Brown Bag” text to amplify both the look and feel. Achieving precise handle color coordination with each bag’s background design was essential to maintaining visual consistency throughout the entire campaign experience.”
Image courtesy of Bloomingdales
The Technical Challenge: Vibrant Colors Meet Functional Design
Q: How do you translate fine art into printable shopping bag designs?
A: “Color matching was crucial, especially for the orange bag. We conducted a separate round of sampling to ensure the braided rope handle would coordinate seamlessly with the paper. Through careful sourcing, we were able to identify an identical orange stock handle that eliminated the need and cost associated with custom dyeing – which made economic sense for a seasonal campaign.”
Want to see how these vibrant colors translated to the final bags? Check out this behind-the-scenes look at the finished campaign.
Q: What printing techniques did you use to achieve those ultra-saturated colors?
A: “Given the extensive color palette in Ilori’s artwork, we recommended spot color printing over our standard 4-color process. Spot color printing delivers superior vibrancy and ensures precise color reproduction that maintains the integrity of the original artwork. By specifying exact PMS colors, we achieved the exceptional color saturation that brings Ilori’s vision to life.
Each bag required 4-6 individual spot colors, which meant 4-6 separate printing plates per design. The small bag alone required six press runs, followed by a final white ink application for the Bloomingdale’s branding and compliance markings. This multi-pass printing approach represents the optimal method for achieving museum-quality color reproduction on functional packaging.”
Q: What materials and treatments did you use to support these bold graphics?
A: “We printed on white kraft paper, which picks up really nice bright color and saturation. The aqueous coating locks in the color and adds durability. All bags are FSC certified with 40% post-consumer waste, plant-based inks, water-based finishes, and they’re 100% recyclable after removing the handles.”
Producing Three Iconic Bloomingdale’s Bag Sizes
Q: How many bag sizes did you produce for this campaign?
A: “We produced Bloomingdale’s three iconic bag sizes to accommodate different shopping needs, maintaining the proportions and elegance that customers expect from this legendary packaging heritage:
- Small: 8″ x 4.5″ x 10.25″ x 4.5″ – the beloved Little Brown Bag proportions that have become synonymous with Bloomingdale’s
- Medium: 10.5″ x 5.25″ x 13″ x 5.25″ – the signature size for fashion purchases and gift presentations
- Large: 13″ x 6″ x 16″ x 6″ – the statement size for larger items while preserving the iconic silhouette
All featured braided rope handles in colors that seamlessly matched each bag’s background design, ensuring the artistic integrity carried through every detail of these iconic forms.”
The Collaboration Process: Art Meets Commerce
Q: How did the three-way collaboration work between Bloomingdale’s, Yinka Ilori’s team, and Prime Line Packaging?
A: “Our Senior Designer Nicole led the technical execution, meticulously separating each bag design file and mapping how every color would translate as individual spot colors. The spot UV treatment for the white elements was our design enhancement – it elevated the premium feel we knew Bloomingdale’s customers expected, creating both visual impact and tactile distinction that enhances the retail experience.
We worked closely with Bloomingdale’s to optimize all messaging elements, from FSC certifications to turn-top copy, balancing regulatory requirements with clean aesthetics. Our design consultation included recommending a refined scale for the FSC label that achieved better visual harmony, an approach Bloomingdale’s adopted for the final production.”
Q: What was the approval process like?
A: “The approval workflow followed standard protocols for premium retail campaigns – comprehensive written approvals at each milestone before advancing to production. Bloomingdale’s team was exceptional to collaborate with, maintaining open dialogue and quick turnarounds throughout the project. Our focus remained on perfecting every detail to meet their rigorous quality standards.”
Timeline and Quality Control
Q: How long did this project take from start to finish?
A: “The project commenced in March 2025, with production samples delivered in August and the successful campaign launch in September. Our comprehensive project planning incorporated adequate lead time for the specialized handle color matching process, ensuring we met all pre-approved milestones on schedule.”
Q: How do you ensure quality on such a visible campaign?
A: “Quality control on every single piece of art and sample is fundamental to how we operate – that’s our standard for every client and every project, regardless of scale or visibility. High-profile campaigns like this simply amplify the importance of our already rigorous processes. Our thorough approval workflow with Bloomingdale’s ensured seamless production with zero issues.”
Industry Trends: The Rise of Seasonal Collaborations
Q: How do artist collaborations differ from traditional retail packaging projects?
A: “Artist collaborations involve deeper creative partnership and technical precision. While small businesses often have more streamlined requirements – clear dimensions and logo placement – projects like this demand elevated attention to detail: triple-checking colors against PMS standards, accommodating flexible review schedules, and maintaining close coordination between our design, sales, and client teams throughout the entire process.”
Q: What trends are you seeing in retail packaging?
A: “We’re definitely seeing more special seasonal packaging. Retailers have been ramping up over the last 2-3 years – they have their everyday bags, then roll out special editions for holidays, seasons, and collaborations. Stores like Free People, another Prime Line client, do this constantly now – they release their seasonal bags at select flagship locations, similar to how Bloomingdale’s is rolling out this Yinka Ilori collection only at premium locations like their 59th Street flagship, Aventura, Tyson’s, Roosevelt Field, Century City, and South Coast Plaza. This selective distribution reinforces the trend toward experiential retail packaging.”
Key Takeaways for Retail Brands
Q: What lessons can other brands learn from this collaboration?
A: “From a technical perspective, spot color printing delivers exceptional vibrancy, though it’s important to plan for the additional printing plates required. The strategic takeaway is more significant: when brands collaborate with talented artists to create genuinely beautiful packaging, they unlock opportunities to engage much broader audiences. Compelling design transforms functional packaging into shareable marketing assets – each bag becomes a brand ambassador that extends your campaign’s reach organically.”
“The success of this collaboration is evident in how the campaign has been featured across fashion media and social platforms, extending the reach far beyond traditional retail marketing.”
Q: How did this project showcase Prime Line Packaging’s capabilities?
A: “This collaboration showcased our specialized capabilities in translating fine art into functional packaging while upholding the exacting quality standards that premium retail brands expect. The project reinforced our position as a trusted partner for sophisticated campaigns – we’ve continued this work with brands like Longchamp, Anthropologie, Free People, and other leading retailers who value the intersection of artistry and commercial packaging excellence.”
About the “Just Imagine” Campaign
Bloomingdale’s “Just Imagine” campaign runs through October 2025, featuring Yinka Ilori’s “Cherish Your Magic” collection. The official campaign launch highlighted how Ilori’s ultrasaturated colors and whimsical designs transformed not just the shopping bags, but the entire 59th Street flagship store façade and windows.
The campaign brings together art, fashion, and retail in an immersive experience that extends from the store environment to every shopping bag that leaves the building. See the stunning results of this collaboration in action.
Looking for a packaging partner who understands both technical excellence and brand storytelling? Prime Line Packaging has helps brands like Bloomingdale’s, Longchamp, and Free People create premium custom shopping bags that extend their marketing reach. Contact us to explore possibilities for your brand.
Related Posts
Learn More About Premium Packaging Techniques:
- CMYK vs. Spot Color: Which Process is Best
- The Hidden Power of Touch: Why Haptics Matter in Premium Packaging
Explore Our Strategic Partnerships:
Discover Packaging Strategy Insights:
