Case Study:
Bloomingdale's "Just Imagine" Campaign
Bloomingdale’s “Just Imagine” campaign transformed functional shopping bags into museum-quality art pieces. By partnering with British multimedia artist Yinka Ilori, Bloomingdale’s vision created vibrant shopping bags (with Prime Line Packaging) that extended the campaign’s reach far beyond the store walls, turning every customer into a brand ambassador for this iconic fall collection.
About Our Client
Founded in 1861, Bloomingdale’s has been a cornerstone of American luxury retail for over 160 years. Known for its iconic Little Brown Bag and innovative marketing campaigns, Bloomingdale’s continues to set trends in experiential retail, transforming shopping into cultural experiences that blend fashion, art, and lifestyle.
Key Objectives
Transform British artist Yinka Ilori’s vibrant multimedia artwork into functional packaging for the three iconic Bloomingdale’s bag sizes that maintains the integrity of the original fine art while creating a cohesive brand experience across multiple flagship locations.
Where Our Journey Began...
- Where It Began: When Bloomingdale’s launched their Fall 2025 “Just Imagine” campaign featuring Yinka Ilori’s “Cherish Your Magic” collection, they needed a packaging partner who could translate stunning fine art into functional, eye-catching shopping bags for their premium flagship locations.
- Material Mastery: Prime Line selected FSC-certified white kraft paper with 40% post-consumer waste content, providing the perfect canvas for Ilori’s ultrasaturated colors while maintaining Bloomingdale’s commitment to sustainability and premium quality standards.
- Precision Printing: Given the extensive color palette in Ilori’s artwork, Prime Line recommended spot color printing over standard 4-color process. Each bag required 4-6 individual spot colors, which meant 4-6 separate printing plates per design, ensuring museum-quality color reproduction that brought the artist’s vision to life.
- Tactile Excellence: Prime Line added 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, creating a sensory distinction that enhanced the unboxing experience.
- Iconic Proportions: The collaboration produced three iconic bag sizes, maintaining the proportions customers expect from Bloomingdale’s legendary packaging heritage: the beloved Little Brown Bag dimensions, signature medium size for fashion purchases, and statement large size—all with braided rope handles in colors that seamlessly matched each bag’s background design.
- Campaign Integration: These bags were part of a comprehensive campaign that included a complete façade transformation and carousel takeover at the flagship store, making color precision and brand consistency across all touchpoints more vital than ever.
Prime Line successfully delivered packaging that transformed functional shopping bags into collectible art pieces, reinforcing Bloomingdale’s position as a cultural destination while showcasing how strategic artist collaborations can create packaging that extends marketing reach organically.
“When brands collaborate with talented artists to create genuinely beautiful packaging, they unlock opportunities to engage much broader audiences.”
A Premium Touch
The collaboration highlights Prime Line’s specialized capabilities in translating fine art into functional packaging while upholding the exacting quality standards that premium retail brands expect, reinforcing our position as a trusted partner for sophisticated campaigns with leading retailers who value the intersection of artistry and commercial packaging excellence.
