Art direction / design for Bergdorf Goodman’s Love Letter to New York campaign





CCO Matthew Rowen
Creative Lead Dylan Notestine
Experiential Designer Vahhab Aboonour
Designer MJ Kim




Matte Projects colloborated with Bergdorf Goodman to create and produce “Love Letter to New York” campaign through experiential and digital activations.

As a leading luxury department store with deep history, the activation focused on the classic, nostalgic characters of the beloved New York City thus celebrating the steady revival of the city from the global pandemic.

The installation starts from the immersive experience from the exterior scaffolding and continues to the window display where people are also encouraged to write their own love letters to New York.

The campaign involved handwritten letters from a diverse group of prominent New Yorkers including Isolde Brielmaier, Christy Turlington, and Debbie Harry.

To increase engagement, the campaign is translated on both physical and digital platforms.