Neiman Marcus at NorthPark Center in Dallas is selling a new designer bag and is sparing no expense to promote it.

The luxury retailer has partnered with Jacquemus to create a bowling-inspired installation in its NorthPark store. The immersive display spotlights the French maison’s “Le Petit Turismo” bowling bag, which is new to the retailer.

The installation features an actual functional bowling alley, where customers can try to bowl a strike. The installation and accompanying window displays will be in operation through April 2.

A spokesperson says that guests are encouraged to play however much they want during their visit. Attendants will be there to accommodate.

The balls are the same materials as a standard bowling ball but slightly smaller and with special Jacquemus branding. The pins and balls reset mechanically.

It's a special install and the first at NorthPark with an automated customer interaction component.

The new installation marks a special venture for the two brands as Neiman Marcus is the first to bring an immersive Jacquemus experience to Dallas.

Simon Porte Jacquemus, who received the Neiman Marcus Award for Innovation in the Field of Fashion last year, called it "a beautiful invitation to America as well."

"Jacquemus’ captivating designs and renowned marketing techniques continue to capture industry attention,” says Neiman Marcus VP Jodi Kahn. “We are excited to partner with Simon and his team to offer our clients an exclusive immersive experience that engages and captivates, bringing his brand’s distinctive vision to life in a truly unique way.”