Macy’s approached Samsung with the goal of developing a shop-in-shop for their New York City, Herald Square location. Macy’s wanted to position themselves as a one-stop shopping destination by offering premium options for mobile, consumer electronics and home appliances, as well as increase dwell time within their store. Samsung wanted to reinforce their position as the global technology leader in a prime, internationally visited retail space, encourage viral experiences and social sharing of their brand, and drive brand loyalty with repeat purchases within the ecosystem. Samsung tasked our team with developing something “eye-catching and unconventional.” We delivered an abstract space that would be identifiable from afar with subtle branding at the center. Inspired by design cues from Richard Serra and M.C. Escher, this free-flowing form factor is open, airy, and comfortable. This space delivers a sharp, innovative, cool experience to represent the Samsung brand.
