clock menu more-arrow no yes mobile

Filed under:

Macy's Herald Square Debuts a Techy Coach Shop-in-Shop

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, 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.

The centerpiece of the massive renovation to the main floor of Macy's in Herald Square is now complete. On Friday, the department store debuted its new Coach shop-in-shop: a 1,930-square-foot space that's about 70% larger than the previous Coach destination. The whole thing was created by the architecture firm OMA, who also recently designed the Raleigh boutique in Nolita.

The highlights of the new shop include a wall of 15-foot LED lights and screens, and a dozen columns that play video presentations. Once the columns are touched, though, they'll actually transform into mirrors, meaning customers can walk up to any column for a glimpse of what they'll look like carrying one of the bags on the floor. Essentially, it's the techiest way to avoid mirror crowding.
· Macy's Is Getting a $400M Upgrade, Adding an After-Hours Pub [Racked NY]
· Macy's Debuts a Big Chunk of Its New Gigantic Shoe Floor [Racked NY]


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