Macy's revealed yesterday that phase two of its $400 million Herald Square flagship renovation will target the main floor, mezzanine, and second floor of the massive store. In case you haven't memorized Macy's floorplan, this means that beauty, accessories, and menswear will be on the receiving end of this leg of upgrades.
This round of renovations will also link the 34th and 35th Street sides of the building on the Broadway end, making it easier to get around the store. A new visitor's center will be installed, and the Memorial Door entrance on 34th Street will be restored and reopened as a functioning entrance. This phase—second of four—is expected to be completed by the holiday season. After the jump, specifics on the department changes, additions, and expansions.
The store will add an Impulse Beauty shop, new prestige brands, and services like blowouts to the department. Fragrances will relocate to the 35th Street side of the store, and a Fragrance Bar will be installed. The cosmetics and fragrances area will include structural changes in the form of four new curved staircases and two escalators, which lead to the expanded mezzanine level.
Men's fragrances and skin care will be located in a corner at Seventh Avenue and 35th Street, where store windows along the avenue will be opened up to allow a view into the department. Brands will be largely designer and prestige level, and an Art of Shaving shop will be added.
More selling space, more collections, and more leased shops will be born from this phase of the reno. A footwear-focused Finish Line shop will be added this summer in a temporary location with a permanent shop planned for 2015. When all is said and done, guys will have 200,000 square feet of menswear spread over seven floors. Because guys love that "endless" feeling while shopping, everyone knows that.
· Macy's Herald Square Renovation to Hit Beauty, Men's [WWD]
· Macy's Debuts a Big Chunk of Its New Gigantic Shoe Floor [Racked NY]
· Macy's Is Getting a $400M Upgrade, Adding an After-Hours Pub [Racked NY]