Once "spectacles of extraordinary proportions", department stores are now common retail spaces. Through the application of film, particularly Fellini's 8 1/2, and the understanding of the store as a living subject, Bergdorf Goodman's dreams, fantasies and memories are released, providing a framework for the implementation and organization of new programs in distinction to shopping. In an effort to return to its golden age, these programs open up the store to an eclectic population, making a more social and cultural urban experience.