Macy's plans $400 million makeover of Herald Square flagship

Retail Editor 5, November 1, 2011

Macy's Inc. this morning announced it will undertake an ambitious remodel of its flagship store at Herald Square here, including "an entirely new world of home merchandise on the eighth and ninth floors."
"Our design of the new Macy's Herald Square reflects how a new generation of customers prefers to shop. In many cases, product will be organized by lifestyle to help customers create looks and build wardrobes across categories. On every floor and across departments, our shopping environment will be new, fresh, interesting and entertaining," said Terry Lundgren, the company's chairman, president and ceo.
Production on the $400 million project will begin in spring 2012 and is expected to wrap up in fall 2015.
Some of the enhancements include:
• Opening the space currently used for stock and offices as well as extending the mezzanine level to add 100,000 sq. ft. to the store's selling space for a total of 1.2 million sq. ft.;
• Creating a new hall of luxury brands, a series of two- and three-level shops in the Broadway Building;
• Building out the world's largest women's shoe department - a total of 39,000 sq. ft. of continuous selling space. Included in the space will be "an all-new concept" for a coffee/wine/chocolate bar;
• Restoring the first floor "great hall" with an new presentation of cosmetics, fragrances and fine jewelry as well as restring the original ceiling height;
• Setting up a new Impulse presentation of contemporary apparel and accessories targeting the millennial customer as well as creating a new "mstylelab" presentation of juniors and young men's. In this section, Macy's will also add a complex of casual dining experiences, including concepts created by Macy's Culinary Council of celebrity chefs and a brew pub that will remain open beyond normal store hours.
• A significant expansion and enhancement of men's merchandise;
• New technology throughout the store, including interactive store directories, a system to stream live video feeds of Macy's events nationwide, digital product information, an enhanced shoe locator system, new wayfinding signage and a new mobile app to guide customers as they shop;
• A new table-service restaurant on the sixth floor with window access along Broadway - one of 22 restaurants and foodservice stations throughout the store;
• An enhanced demonstration kitchen and relocated De Gustibus Cooking School for the home department;
• A restoration of the store's exterior with an emphasis on its original ornamentation;
• Preservation of 42 of 43 historic wooden escalators in the store;
• An enhanced Visitors Center on the Mezzanine level with technology in nine languages to serve international shoppers;
• Expanding and upgrading facilities such as restrooms and adding nearly 300 additional fitting rooms;
• Upgrading operating systems to improve environmental sustainability, including a new state-of-the-art energy management system and expanded use of LED lighting, that is expected to reduce annual energy use by 15% to 20%.
MacyExterior view of the restored Macy's Herald Square building along Broadway. (Photo: Business Wire)

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