JCPenney launched their partnership with fashion designer Prabal Gurung for his iMPOWER by Prabal Gurung clothing line which is currently available for a limited time this Spring. 

BMF created an immersive floral-market-inspired environment to showcase the newly launched styles which were explored by the press and select VIPs during a dedicated preview. Public access to the limited-time pop-up shop allowed guests to try on dresses in-store and take home a flower bouquet to further the event's thematic of florals.