NEW YORK — From the thousands of bulbs planted annually on its grounds to its exclusive tenant mix, the Americana Manhasset for decades has been meticulous about projecting an elegant image.
Now the Long Island shopping center, among the nation’s toniest, is taking the imaging one step further by injecting its own creative spin on its triannual catalogues.
The spring book has 44 pages, a “Now, Voyager” theme to evoke the Thirties and traveling and is perhaps the center’s moodiest catalogue to date. It has no ads, cost about $600,000 to create, print and distribute, and will be mailed in about three weeks, according to officials from the center.
Deirdre Costa Major, senior vice president and creative director of Americana Manhasset, characterized the effort as “a partnership” between the center and its tenants, including Barneys New York, Christian Dior, Gucci and about 30 other designer brands. The images were photographed by the Laspata/DeCaro advertising agency in Building One at Newark Liberty International Airport, an Art Deco landmarked structure that’s vacant. Models Heather Marks, Caroline Winberg and Louise Pederson are in the shoot, and the set design was by Mary Howard Studio.
“It’s all shot with an editorial feel,” said Andrea Sanders, Americana Manhasset’s director of branding and communications. “There’s a consistent aesthetic.”
In recent years, other shopping centers have begun distributing catalogues in similar branding efforts, but generally, the standards of photography and fashion content are not as high as those of Americana Manhasset’s. The others often don’t have an editorial theme to create a consistency from page to page through the catalogue.
The Americana Manhasset, located on the intersection of Searingtown Road and Northern Boulevard, has been distributing catalogues since 1993. The center always partnered with W Magazine (sister publication to WWD) on the creation and distribution. However, that changed with the holiday 2004 edition, when the center first teamed with Laspata/DeCara on the project. Currently, Americana Manhasset has three books a year; fall, spring and holiday. W Magazine will still do one a year instead of all three, Costa Major said.
The spring book, at 10 inches by 13 inches, is about an inch wider and about a half-inch taller than the holiday book, which was themed “A North Shore Story.” The cover for spring is white, with the Americana Manhasset logo and the title “Now, Voyager,” drawn from the Bette Davis film.
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