The Super Bowl means big business, a surge of football fans to the host city and plenty of pandemonium, which Neiman Marcus hopes to tap into with parties, VIPs, Champagne and glam sessions at its stores in the Bal Harbour Shops and The Galleria in Fort Lauderdale, Fla. They’re not far from the Hard Rock Stadium in Miami Gardens, scene of Sunday’s championship game.

“We’re bringing the energy and excitement around the big game to our Miami metro area stores,” said David Goubert, chief retail officer for the Neiman Marcus Group. “Customers will enjoy specially curated moments including the “Celebrating Women in Football” event, Dior men’s grooming experiences and a Veuve Clicquot lounge.”

The lounge is up at the Bal Harbour store. Among other happenings there, on Thursday, luxury jewelry designer Nini will host a trunk show, Chanel makeup artist Vadee Chhun will see customers for glam sessions, and there’s the official Miami Super Bowl Host Committee VIP Party.

On Friday, contributions by women to professional football get recognized with the Celebrating Women in Football event. On Saturday, for men, there will be complimentary Dior “hot shaves,” Miami street artist Abstrk customizing outerwear and leather goods, and a celebration of the Iceberg x Family First collaboration benefiting the Fam 1st Family Foundation of Josh Johnson, Marshawn Lynch and Marcus Peters. Sunday’s activities include a “Birds & Bubbles” brunch with chef Amaris Jones with Atoya Burleson and Tia Avril, wife of Seattle Seahawk Cliff Avril. And at the Fort Lauderdale store on Friday, there will be a party with games, raffle prizes, a painter to personalize bags and sneakers, and refreshments.


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