NEW YORK, June 17, 2016 /PRNewswire/ -- Lord & Taylor roses are in full bloom at Bryant Park this summer. To celebrate the reintroduction of its brand icon, the Free Spirit rose, and expand the rose's presence beyond the retailer's walls, Lord & Taylor has partnered with Bryant Park Corporation to plant rose beds in this Midtown oasis. The beds, in bloom now, feature a mix of coral and pink varietals, evoking the beauty of the Free Spirit rose.
Bryant Park's horticulture team designed and built custom planters to support the new rose beds, which hug the classical balustrade that frames the expansive lawn. The beds flank the grand staircase that connects the lawn with the upper terrace. The roses are on display for tourists and New Yorkers alike to enjoy all summer long.
"The rose has a long history at Lord & Taylor – it was first introduced by the store's President Dorothy Shaver in 1946. I am proud to continue this tradition with the launch of the Free Spirit," said Liz Rodbell, president, Hudson's Bay and Lord & Taylor. "The partnership with Bryant Park allows everyone to experience the beauty of the rose in its natural environment and in an iconic New York City location."
Bringing roses to Bryant Park was a natural fit, as Lord & Taylor's landmarked flagship building sits just two blocks south of the park. Lord & Taylor has been an anchor of this Midtown community for over 100 years, and is committed to supporting the park and Fifth Avenue community. At the flagship store, rose visuals are featured prominently. The Free Spirit rose launch earlier this spring featured rose-themed merchandise and in-store visuals, and continues as a symbol of Lord & Taylor.
In addition to the rose beds, Lord & Taylor is a sponsor of the 2016 HBO Bryant Park Summer Film Festival. The film festival kicks off June 20th and runs every Monday for 10 weeks, culminating August 22nd. Opening night, movie-goers will receive a Free Spirit rose and each week Lord & Taylor will have exciting on-site activations. Attendees will have the opportunity to create an animated GIF via a rose-themed photobooth, pre-movie snacks, in-store promotions and much more. On-site activities will begin each Monday night at 5 P.M., with the films slated to begin between 8 P.M. and 9 P.M.
ABOUT LORD & TAYLOR
Founded in 1826, Lord & Taylor is the oldest department store in the United States and one of the country's premier retailers. It has built its reputation on offering high-quality fashion apparel and accessories, exciting store environments, and seamless service. Lord & Taylor operates 50 full-line locations primarily in the northeastern and mid-Atlantic U.S., and lordandtaylor.com. It is part of the Hudson's Bay Company brand portfolio.
ABOUT BRYANT PARK CORPORATION
Bryant Park Corporation (BPC), a private not-for- profit company, was founded in 1980 to renovate, finance and operate Bryant Park in New York City. BPC is funded by income from concessions, corporate sponsors and events, as well as an assessment on neighboring properties, and does not accept government or philanthropic monies. In addition to providing security, sanitation, and horticultural services tending the park's lush lawn and seasonal garden displays, BPC offers public amenities, programming and activities, including movable chairs and tables, cafe umbrellas, restaurants, food kiosks, world-class restrooms, and a wide range of free events throughout the year. The Midtown Manhattan park is visited by more than six million people each year and is one of the busiest public spaces in the world. Visit BPC's website, www.bryantpark.org, for more information and a schedule of upcoming events.
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SOURCE Lord & Taylor