design:retail - November/December 2019 - 58

NEW YORK RETAIL

Macy's Downtown Brooklyn
422 Fulton St., Brooklyn

The department store's downtown Brooklyn location underwent a historic renovation that
included combining two buildings; releveling the floors to create an airy, continuous space; relocating the original escalator and adding new 25-ft., floor-to-ceiling columns. The design concept was
inspired by a "Brooklyn Modern" theme, which is felt through the black-and-white framing of the
space, including stark white 3-D wall treatments, and a juxtaposition of historic touches and modern
merchandising fixtures.
Young Park, vice president of FRCH NELSON, led the design of the new 278,000-sq.-ft. store
n partnership with Macy's store environments team. Park notes, "We kept the existing Art Decoinfluenced grand ceilings and columns as the historic framework and layered contemporary materials
on top to achieve harmony between historic shape and modern texture. Bold interior elements, like
the chandelier and wall treatments in the jewelry department, express a sense of experimentation
and reflect the urban chic culture of Brooklyn."
On the Livingston Street exterior, Emily Terlau, Macy's senior store designer, says, "special attention
to the details ensure the newer elements of the street front seamlessly tie into the 100-year-old façade.
Handcrafted exterior sconces, decorative metal work and custom masonry are the small elements
that make the new construction work in harmony with the existing storefront."

Sergio Rossi
680 Madison Ave.

Italian luxury shoemaker Sergio Rossi is turning its attention more toward the United States,
which is its top market in online sales. This year,
the brand opened an elegant Madison Avenue flagship store, and celebrated with the launch of an
exclusive "680 Madison" capsule collection. The
feminine interior takes inspiration from Milan,
and creates a salon-style experience with shoes
displayed on circular tables and spaced out on
modern wall units before chaise lounge seating.
A sophisticated palette of nude and chalk hues
gives way to amaranth, pine and pale green tones
as leather armchairs, carpeting and wood shelving
add a sense of texture. Shoppers can use an interactive service to customize slippers, pumps and
sneakers in never-before-seen options.
PHOTO COURTESY OF SERGIO ROSSI/BILLY ROOD

PHOTO BY ADRIAN WILSON, INTERIOR PHOTOGRAPHY INC.

b8ta

230 Vesey St. (with additional locations at Macy's
Herald Square and Hudson Yards)
Software-powered b8ta operates at the intersection of experiential retail and consumer technology. An experiential store at
Brookfield Place is designed to help shoppers test out and purchase interesting technology products that the b8ta team scouts
across the globe. Through the Retail as a Service model, brands
can sign up online to place their products on b8ta's shelves, and
use software to manage and analyze in-store success. Merchandise is displayed out of the box to encourage more engagement,
and to make shoppers feel more like they're playing with their
friend's new tech toy, in a less formal setting. With b8ta's software
and analytics platform providing live feedback, brands can react
to results, deciding to adjust displays or offer a sale for example,
and these changes can be made in real-time while keeping b8ta
associates in the loop.
PHOTO COURTESY OF B8TA/BROOKFIELD PLACE

design:retail - November/December 2019

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