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Brief Published: 15 Oct 2015

Macy’s One Below Gen Z/Y Playground

Macy's One Below

US department store chain Macy's has unveiled One Below – the newly renovated basement floor of its New York flagship. The space is conceived as a destination for tech-savvy and experience-seeking consumers aged 13 to 22.

Measuring 53,000 sq ft, One Below debuts two department store firsts: a 3D printing area for custom accessories by US-based 3D Systems/Cubify 3D, and a wearable tech shop-in-shop by Korean brand Samsung. Other customisation experiences include a 'Build-Your-Own-Watch' space by American accessories brand Fossil, where visitors can choose faces, straps and have watches engraved.

In a bid to cement a reputation as a youth-centric one-stop-shop, there is also a denim embroidery station and several beauty hot spots, including a Benefit brow bar, concessions from Mac and Clinique, and a blow-dry bar.

Selfie culture also looms large: a touchscreen 'Selfie Wall' invites users to take photos in front of iconic New York locations, while 'Selfie-Op' visual merchandising spots encourage photo sharing. Meanwhile, a large seating area near the fitting rooms boasts a 35 x 5 ft screen that enables shoppers to view selfies and purchases that have been posted to Instagram via the hashtag #Macyslove. The space also hosts a free charging station (see also Commuter Commerce).

The brand has revealed that the concept serves as an incubator, with successful ideas transferring to locations beyond New York. See Beta Brandscapes from our Macro Trend Get Real and Directional HQs: Innovation Culture for more on this tactic.

For more on attracting younger consumers, see Primark: Social Driven Store Launch, Store Concepts for Teens and Luxury For Millennials Online.

See also Haute Humour: Visual Influence, Evolution of the Flagship: Hybrid Retailing, Benefit Targets Teen Beauty Market and Mag to Retailer: Seventeen x Sears.