shop - macy's at harold square

RETAIL + BRANDING

Created by A/M exclusively for the R.H. Macy & Co. flagship store at New York’s Herald Square, the Aesthetic Movement SHOP was a six-month pop-up featuring a curated selection of specialty goods for cooking, dining, and entertaining. Launched in tandem with the re-opening of the stores newly remodeled housewares department, SHOP created an independent boutique environment within the big-box world of Macy’s, displaying abundant rows and stacks of cross-merchandised products interspersed with unique vintage props. The branding of SHOP evoked the history of early twentieth century retail, and the legacy of Macy’s at Herald Square.