“THE PARK” AT MACY’S, LENOX SQUARE MALL ATLANTA GEORGIA

My team and I were tasked with adding a vibrant, localized element that would capture the spirit of Atlanta for a new shop concept called “The Park” in Macy’s, Lenox Square Mall. We wanted to incorporate something that felt architectural, but had a touch of personalization to it that would be unique to this store. We designed 10’ letters and had a local Atlanta artist, Lacey Longino come and do her iconic paint drip technique in a bold color pallet. We also commissioned a large scale painting from Lacey that incorporated shadows she photographed from a local park into abstract piece, making this shop truly one of a kind and special to Atlanta. We also designed the mannequin platforms, risers, and various accessories throughout the shop.

3D BRANDING FOR MARKET BY MACY’S

Developed oversized branded lettering to highlight trend moments for Market by Macy’s. Select stores received full “MARKET” lettering and smaller stores received and the “M” which could be either lit or unlit.

“HELLO GORGEOUS” CUSTOM MILLWORK, LED & BRASS FLORAL INSTALLATION AT MACY’S HERALD SQUARE

Designed a custom millwork and LED treatment for a focal wall in the dress department at Macy’s, Herald Square. I worked with a vendor to source various millwork patterns that could accommodate the curved ceiling line. The millwork and wall were painted the same color for a tone on tone look, and an oversized “hello gorgeous!” LED light was installed over the trim to add a personalized touch to the department.

Designed a custom mannequin cage with a built in oversized vitrine to house a brass floral installation, commissioned from artist Kirk Maxon.

THALIA SODI, MACY’S

Created a new visual package for the brand launch of Thalia Sodi at Macy’s. Worked with my team on a custom mannequin package, created around the brands core customer and fit model. We worked directly with the sculptor and were on site to ensure fit and mannequin features were right for the brand.

Designed a custom “leopard” print that incorporated the heart from the brand logo. This was used as the shops wall covering in a tone on tone black finish, and as a detail on some of the custom fixtures.

Sketched the concept for the heart installation for the launch of the brand at Herald Square.

MACY’S HERALD SQUARE, VIRTUAL REALITY

Partnered with the Visual Director to create an environment for a new augmented reality program at Macy’s. We created a “tool kit” of iconic elements like the goggles, tone on tone wall covering, and dimensional letters that could be custom fit into any Macy’s architecture. We curated custom icons that would be used both in-store and online. We installed a full shop in the Herald Square flagship in NYC, and were able to scale versions of this toolkit to over 100 stores to help brand the environments.

MATTRESS DEPARTMENT REINVENT, MACY’S

Partnered with the Visual Director to create a new mattress environment for the home store at Macy’s. This package included new custom fixtures and graphics to help brand this space as a sleep destination. Our graphic package included soft cloud imagery that we used as wallcovering in focal areas, as well as a detail in some of the fixture elements. We partnered with the Mattress Buying team to develop “steps” on “how to buy a mattress” that we detailed out on large scale signs throughout the shop. We had icons created to help identify the different types of mattresses, and we would use this in visual signing on the product.

The content and imagery from our shop is now being used on Macys.com as we pushed for this to be a 360 experience for the customer.

MILLENIA MACY’S MINI REMODEL

HERALD CAFE GRAPHIC IN MACY’S SOUTHLAKE

MACYS FURNITURE STORE VISUAL INSTALLATION, OAKBROOK

Designed a wall installation to be used as a trend moment in the Macy’s Oakbrook Furniture location. Utilized verbiage from Macys.com and furniture icons to create a 3 Dimensional space to highlight product.