clock menu more-arrow no yes

Filed under:

Macy's Builds the Kids a Rec Room in the Basement

New, 2 comments

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

[Image via tomasfano/Flickr]

Poor Macy's. The company has seen the way the kids go crazy for Urban Outfitters and Abercrombie & Fitch, and they really want tap into that market, but it's hard when the youth mostly know you as the store where Santa Claus hangs out. So they're doing what legions of parents have done before them when confronted with surly teenagers: They're remodeling the basement.

According to Fortune, Macy's is working on a plan to turn the cellar of their 34th Street flagship into a teen lounge, give it a separate entrance, and "create a club-like atmosphere...complete with dim lighting and pulsating music." They might also install a Wii down there, and maybe a ping-pong table if everybody keeps their grades up. Actually, we kid, but department stores have a time-honored tradition of putting the juniors department somewhere far removed from parents, and sometimes it works. Fortune cites Bloomingdale's Soho and Miss Selfridges (an off-shoot of the British department store Selfridges) as successful precedents.
· Macy's quest for the fountain of youth [Fortune]

Macy's

151 West 34th Street, Manhattan, NY 10001 (212) 695-4400 Visit Website

Urban Outfitters

521 5th Avenue, New York, NY 10175-0003 212 867 4107 Visit Website