RETAIL ROUNDUP:Bloomingdale’s grand opening

Rows of unused Chanel lipsticks, neatly folded Armani dress shirts and colorful Cosabella lingerie await shoppers at today’s grand opening of Bloomingdale’s South Coast Plaza, the 39th location to join the upscale department store chain.

The nearly 300,000-squarefoot store is the largest of six Southern California locations. Standing only seven miles from its Newport Beach counterpart, the South Coast Plaza Bloomingdale’s offers a vast selection of apparel and accessories for men, women, young adults and children, as well as a home store, a wedding registry and an “At Your Service” personal shopping department.

“We want to present the best assortment of contemporary fashion and upscale luxury brands under one roof, and present them with a sense of style and authority,” Bloomingdale’s Executive Vice President Tony Spring said.

Jim Murphy, who is serving as the store’s general manager, has been excitedly anticipating today’s opening since Federated Department Stores — owners of Macy’s and Bloomingdale’s — announced the plan for a Costa Mesa store in September 2005.

He is particularly proud of the store’s Paradox shop, where young designers like Stella McCartney will showcase their apparel; Chanel Makeup Studio, which will always be stocked with at least 15 products that are not available anywhere else in the U.S.; and an “unparalleled” shoe department, featuring brands like Fendi, Sergio Rossi and Tory Burch.

Also notable is the expansive intimate apparel department, where customers can call in requests from a fitting-room phone, and the opening of a Louis Vuitton outlet, the third of its kind within Bloomingdale’s.

But above all, the store’s dedicated, 450-person staff and customer service make it truly distinctive, Murphy said.

“We’ve spent a lot of time training our staff to elevate the level of service to ensure it is commensurate with our competition in the plaza,” he said. “It is important that we meet the needs and wants of the community.”

Costa Mesa Chamber of Commerce President Ed Fawcett shares Murphy’s excitement, adding that the store “will be a wonderful addition to South Coast Plaza, which already sets a high standard for the world.”

Aesthetically, the new store incorporates elements from the original New York City location — such as the signature black-and-white tile flooring — while adding an “Orange County feel” with the incorporation of orange trees and photographs of iconic Orange County destinations.

“The store captures the excitement, essence and design vocabulary of the New York store; however, it is designed to relate to this marketplace as well,” said Jack Hruska, the chain’s executive vice president of creative services. “It’s also the best-lit store in the plaza.”

Level one of the three-level Bloomingdale’s will house the home store (including luggage), Young World (for children’s goods), a wedding registry and customer service. Level two features cosmetics and fragrances, the men’s store, jewelry, handbags, accessories and women’s shoes. The women’s department is on level three, along with intimate apparel, “At Your Service” and Y.E.S., the contemporary, young-women’s department.

Bloomingdale’s events this weekend

IF YOU GO

WHAT: Bloomingdale’s South Coast Plaza grand opening

WHEN: A ribbon-cutting ceremony featuring Bloomingdale’s executives, members of the Costa Mesa City Council and the Frederick Fennell Wind Ensemble will begin at 8:30 a.m. The store opens at 9 a.m.

WHERE: The main-level, interior entrance to Bloomingdale’s South Coast Plaza, 3333 S. Bristol St., Costa Mesa

INFO: The first 100 shoppers will receive a Little Brown Bag breakfast and have a chance to win a $1,000 gift card.

TODAY

O.C. HIGH SCHOOL OF THE ARTS

Enjoy musical and dance performances from students of Orange County High School of the Arts all day throughout the store.

INTIMATES ‘MEET THE EXPERTS’ EVENT

Experts will be available to answer your intimate-apparel questions from 11 a.m. to 5 p.m. in the intimates department.

ALEX WOO APPEARANCE, TRUNK SHOW

Designer Alex Woo will present her newest collection, including never-before-seen trunk show pieces, from noon to 4 p.m. in the fashion accessories department.

FUN FOR THE KIDS IN YOUNG WORLD

Meet Marla the face painter, the Balloon Diva and a Disney-trained caricaturist from 1 to 4 p.m. in Young World.

SATURDAY

COSMETICS ‘MEET THE EXPERTS’ EVENTS

Meet experts, national artists and specialists from several cosmetic lines all day in the cosmetics department.

DESIGN YOUR OWN MICHELE WATCH

With the help of Michele Watch expert Kristin Everett, shoppers will have the chance to build their perfect watch from noon to 4 p.m. in the fashion accessories department.

MEN’S TREND EVENT

Models will demonstrate clothing from some of Bloomingdale’s hottest lines, including RVCA, Tortuga, Komodo, Z Brand, 555, Y-3 and Engineered Garments Gilded Age from 1 to 4 p.m. in the men’s department.

CINCO DE MAYO

Celebrate the anniversary of when Mexico’s army defeated the invading French army at Puebla, Mexico, on May 5, 1862, with a mariachi band and a dance show from 1 to 4 p.m. in the home store.

SUNDAY

ANNA SOVA PRESENTS ORGANIC HOME PRODUCTS

Designer Anna Walker of Anna Sova will introduce her line of organic, eco-safe bed and bath linens from noon to 4 p.m. on the lower level.

EINSTEIN BROWN

Einstein Brown will offer drum playing and story telling for the younger crowd from 1 to 3 p.m. in Young World.

MARCHE MODERNE CULINARY DEMONSTRATION AND TASTING

Meet Executive Chef Florent Marneau and sample food from South Coast Plaza’s newest eatery, Marche Moderne, from 2 to 4 p.m. in the home store.