Saks Fifth Avenue Lowers $250K Electric Car into Jewelry Section
Saks Fifth Avenue recently installed a crane and removed doors to lower a $250,000 electric car into its posh jewelry section. The car, a Lucid Air Sapphire, will be on display throughout the holiday season. The installation involved a team of 35 workers and took 14 hours to complete. Saks' CEO Richard Baker hopes that this unique display will attract more visitors to the store.
Saks Fifth Avenue's Engineering Feat
Saks Fifth Avenue recently made headlines for its impressive engineering feat. The iconic department store installed a crane and removed doors in order to lower a $250,000 electric car into its jewelry section.
The car in question is a Lucid Air Sapphire, one of the world's priciest electric vehicles. It boasts incredible features such as accelerating to 60 mph in under 2 seconds, massage seats, and 21 speakers.
The entire operation, which included removing four exterior doors and installing a makeshift freight elevator inside the store, took approximately 14 hours to complete.
Attracting Holiday Shoppers
Saks Fifth Avenue's decision to display the luxury electric car in its jewelry section is part of a larger strategy to attract more visitors during the holiday season. CEO Richard Baker hopes that by showcasing unique and high-end items, the store can entice more of the thousands of holiday visitors who gather outside to admire Saks' themed windows and holiday light display.
Baker stated, 'We have 10,000 people each day walking outside the store, and we are in the business of show business.' He believes that partnering with luxury brands like Lucid will help Saks stand out and draw shoppers inside.
The collaboration between Saks and Lucid may be the first of many similar ventures, according to Baker. Saks, with its average of 82,000 daily visitors across its 39 stores, is well-positioned to launch and support luxury brands.
A Legacy of Bold Displays
Saks Fifth Avenue has a history of bold and attention-grabbing displays. This latest installation is reminiscent of the store's indoor ski slope built in 1935. At the time, Saks created an indoor ski slope on its men's floor and offered skiing lessons to customers. The slope was covered with borax, a natural laundry detergent.
Saks' ability to combine art and fashion has been a key focus for the store. Last year, they brought in a $25 million diamond-encrusted sculpture into The Vault section of the store, even though it wasn't intended for sale. The department store aims to be a destination that merges art and high-end fashion trends.
Saks' partnership with Lucid Motors and the inclusion of the Lucid Air Sapphire in its jewelry section is another example of the store's ongoing commitment to creating captivating and unique experiences for its shoppers.
