#relacoespublicas #rp #rpmoda #pr #publicrelations » 2013 Junho 3 » Macy’s enter in your four-year renovation of Herald Square
22:20 Macy’s enter in your four-year renovation of Herald Square | |
The second phase of Macy’s four-year renovation of Herald Square will
mark key milestones in the epic transformation of The World’s Largest
Store as the retailer today unveils its 2013 plans for its company
flagship. Phase Two will see the completion of the Main, Mezzanine and
second floors of the store bridging both the Broadway and Seventh Ave.
buildings by holiday 2013. For the first time in the store’s history,
the windows along Seventh Ave. will showcase dramatic views into the
store and the Mezzanine Level will link the 34th and 35th
St. sides of the Broadway Building, providing a seamless shopping
experience for customers. A redesigned cosmetics and fragrances
department, along with a reimagined Men’s Store, relocated Visitor
Center, and the re-opening of the Memorial Door entrance on 34th St. will create the most striking architectural and aesthetic changes to the interior and exterior of the iconic flagship.
A reconfigured floor plan will make navigating between buildings easier
and establish a new foundation for department upgrades and vendor shop
introductions. Plans for 2013 include the following departments and
categories of business:
Broadway Building
Seventh Avenue Building
Cosmetics and Fragrances
Redesigned with four new curved staircases, the makeover will be
complete as a newly expanded Mezzanine Level and the addition of two new
escalators to the existing center escalator banks will reimagine the
Main Floor. These architectural accents and structural elements will
set the stage for a spectacular retail showpiece for women’s cosmetics
and fragrances. New prestige brands will be introduced making Macy’s
Herald Square the destination in the country for beauty. Additionally,
Macy’s award-winning Impulse Beauty concept will be expanded to include
blow-dry bars and new beauty experiences. Women’s fragrances will move
into its new location on the 35th St. side of the Broadway
Building, marking a new era for the Fragrance Bar at the World’s Largest
Store. Video components, including a 7’ by 10’ LED screen, will set
the backdrop for exciting fragrance and cosmetics launches.
Men’s fragrances and skincare will occupy the corner of Seventh Ave. and 35th
St. in a newly-designed outpost devoted to men’s prestige and designer
brands and an all-new Art of Shaving shop. For the first time, store
windows along Seventh Ave. will allow views from the sidewalk onto the
spacious selling floor.
The Men’s Store
The Seventh Ave. Building will see the expansion of the Men’s Store with
added square footage, new collections and leased shops that will
dedicate approximately 200,000 square-feet in the World’s Largest Store
to men’s apparel and accessories. Dress furnishings, active wear,
casual sportswear, traditional and contemporary collections will take
over several floors within the store with Men’s eventually adding two
extra floors by the end of the renovation project.
Macy’s Visitor Center
A top tourist destination, the Visitor Center at Macy’s Herald Square
will be remodeled and enhanced with new technology to serve
international travelers in their native languages. Touchscreen kiosks
will provide guests the latest updates on special events, promotions and
merchandise at Herald Square as well as information on attractions,
entertainment and dining in New York City.
Significant changes to the Broadway Building were introduced during the
first phase of the remodel in 2012. The unprecedented renovation
introduced to shoppers The World’s Largest Shoe Floor and the Herald
Square Café on the second floor. A new Luxury Hall refashioned the
majestic Broadway Building showcasing multi-level shops by Louis
Vuitton, Gucci, Burberry and Longchamp, creating a visually stunning and
spectacular entrée to the Main Floor.
With ceilings raised to the store’s original height of 19-feet, the Main
Floor features a one-of-a-kind Coach shop designed by the renowned
architect Rem Koolhaas featuring multifunctional units made of clear
glass and acrylic, alongside digital walls that shift from videos to
mirrors with the swipe of a consumer’s hand. A state-of-the-art
accessories shop from Michael Kors features Kors Concierge, an in-store,
omnichannel experience combining a styling component with digital
interactivity. Both Coach and Kors shops were introduced last year in
addition to new shop installations for Dooney & Bourke and Lauren
Ralph Lauren.
Additional changes from the first phase of the renovation included the
complete remodel of the Main Broadway and 35th St. entrances with
stunning digital screen features. Windows on the Mezzanine, second and
sixth floors overlooking Broadway were reopened to let natural light
filter in. The completion of the first phase culminated with the grand
opening in early March of Stella 34 Trattoria, a modern Italian
restaurant and bar located on the sixth floor of the store with
spectacular views of Broadway and 34th St. Adjacent to the
restaurant is the only U.S. outpost of Florence, Italy’s, famous
gelateria, Vivoli Il Gelato. Transforming a former stockroom space into a
sleek, new dining destination for the first time in the store’s
history, Macy’s ongoing renovation of Herald Square is a testament to
the power of Macy’s flagship redefining the retail experience.
 by Macy´s | |
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