Iconic department store Bloomingdale’s is celebrating its 150th anniversary with a new virtual store, designed by Emperia, launching during New York Fashion Week, which begins on September 9.

Virtual department stores are not a new concept. You may recall eBay doing something similar in 2013 and individual brands more recently. In fact, the concept is something Bloomingdale’s has been working on for a while, as it created a stronger relationship with its retailers and customers.

The department store’s chief marketing officer, Frank Berman, told TechCrunch via email that the company has “experimented with virtual fashion shows and interactive windows” for the past 10 years, but the 150th anniversary “gave us the opportunity think big and…