This year’s holiday display at Bergdorf Goodman in Manhattan offers something beyond its traditional dazzling window displays: a chance to be invited into a magical tiny world. Thanks to Jonathan Steadman, the creative force behind House of Mirth Miniatures, who’s unveiled a custom dollhouse installation worthy of its $35,000 budget, visitors are up for an experience where miniatures meet luxury retail. With this Bergdorf Goodman installation, Steadman raises the stakes for what miniatures can be. This isn’t a quiet showpiece tucked in a collector’s cabinet; it’s a statement in a marquee retail setting where craftsmanship meets holiday theatricality.
Steadman’s no stranger to weaving elegance and whimsy at the smallest scale. Based in New York, his studio produces handmade miniatures—food, florals, plants, decorative objects—in mixed materials, all with a distinctive touch. Featured on “Meet the Miniaturist,” Jonathan’s also a member of the International Guild of Miniature Artisans (IGMA) and has exhibited at the London Dollshouse Festival. His work is an intersection of refined detail and imaginative spirit and can be seen on Instagram.
I spoke with Steadman about the origins of the project, the creative challenges, and what he hopes this installation will mean for House of Mirth’s future.
Mary McCarthy: What was the genesis of the Bergdorf Goodman project, and how did House of Mirth become involved?
Jonathan Steadman: I come from a home product design background and have worked with several brands that sell at Bergdorf’s, including a holiday brand I created years ago. Now that I’m doing miniatures, I proposed this luxurious holiday dollhouse to their buying team, and I was able to sell it.
MM: Can you walk us through the design concept and creative vision you established?
JS: On the list of things I want to create, a traditional English dollhouse has always been at the top. I chose a Georgian design as the base, which let me lean into more classical design. The period basement kitchen was a huge draw for the project because I’ve always been obsessed with traditional dollhouse kitchens.
MM: With a $35,000 budget and apparently complex execution, what were your biggest challenges?
JS: The biggest challenge was time — I basically dedicated the whole summer to bringing it to life. The budget allowed for some really fabulous interiors, but high-quality miniatures can add up quickly, so I had to keep an eye on spending. It was intense, but very rewarding.
MM: How do you approach scaling and detail differently when building for a major retail installation vs. your usual private miniatures?
JS: My personal dollhouse is a tall townhouse, so I work or think vertically at home. For Bergdorf’s I had the freedom to create something both horizontal and vertical, which made it a real showpiece. The scale had to feel grand and commanding for Bergdorfs!
MM: How much interaction did you have with Bergdorf Goodman’s visual merchandising or design teams?
JS: Surprisingly little — this was their first time exploring miniatures and they didn’t have many expectations. I kept them updated on size and shared photos, but most creative decisions were left to me. We coordinated more closely right before installation to plot the display.
MM: Which miniature details are you especially proud of—the little surprises you hope people will discover?
JS: The dumbwaiter between the kitchen and dining room is one of the surprises which I’m most happy with. It adds dimension and storytelling, and it makes the house feel lived-in. They’re the tiny moments I hope people notice up close.
MM: From a business and brand perspective, how do you see this installation shifting House of Mirth’s presence?
JS: It’s a huge opportunity to put my work in front of a wider audience. I hope it leads to other projects where I can work on larger pieces. It feels like a meaningful step for House of Mirth.
MM: Do you have a favorite room or particular miniature within the project?
JS: I especially love the foyer — that bold yellow chinoiserie wallpaper really draws you in. The mix of color and materials there sets the tone for the whole house and feels especially inviting.
MM: Any exciting future plans for HOMM?
JS: I’ll be busy over the next few months with shows like Good Sam in San Jose, Philadelphia Miniaturia, and the Kensington Dollhouse Festival in London. It’s always such a treat to see friends and interact with other miniaturists!
—Find Jonathan at House of Mirth Miniatures and on Instagram.