BCBGeneration for Macy’s, Nationwide, USA / 2008

For the launch of their new brand, BCBGeneration, BCBGMAXAZRIA commissioned us to comprehensively analyze the needs, wants, and concerns of the target customer, the ‘young contemporary’ or gen-Y woman; and create a comprehensive lifestyle brand experience. This shop, rolled out to 120 Macy’s locations around the country, attempted to overturn the department store business model, to generate greater sales by letting the brand define the merchandising scheme for the shop, rather than the department store buyers. Though composed primarily of freestanding fixtures for ease of installation, the shop’s cohesive image was to act as the anchor for a future ‘young contemporary’ department adjacent. We also designed trade show and freestanding shop variants for the brand.

CN Core Responsibilities /

/ Interior and fixture design
/ 3d design, renderings, and fixture drawings
/ Experience Design, graphics

Client / BCBGMAXAZRIA
Interior and Experience Design / Fitch (NYC)
Fixture fabricator / Vira