In the world of luxury fragrances, Viktor and Rolf is a leading brand targeted towards females. Although every holiday appeals to women, Mother’s Day is the only holiday that’s exclusive to them. Viktor & Rolf is a leading brand in this category and the marketing team wanted a retail brand experience for their Mother’s Day special. As we live in a global society, not every mother is near their children, so a beautiful mailbox was created for these children to send a love letter to mom. This display was targeted to females 30+ who appreciate a sentimental gift from their children. This display is exclusive to Macy’s stores and was the focal point of their fragrance and cosmetic center. This showstopper exploded in the store capturing the attention of consumers passing through and those shopping in the cosmetic and fragrance sections. This unique design needed attractive flowers, a unique shape and an overwhelming theme of gift giving. The objective was to garner incremental sales, impulse purchases, and gift giving during the most popular day in May, Mother’s Day. Although targeted toward female consumers, this display was meant for all consumers looking for the perfect gift for a special person on this day.