Client
4,000 SF
of space dedicated to up-and-coming vendors
The Park at Lenox Square
01 Challenge
When Macy’s wanted to create a new type of shopping environment with their launch of The Park at Lenox Square—one that showcases up-and-coming vendors—they again turned to their long-time creative partner BHDP. At the onset of the project, Macy’s shared the design of the original shop at the Macy’s Herald Square flagship location with our team and asked us to implement the design at a cost-effective level without losing the impact of the original design. The shared vision was to create a space that took the key elements of the original location and implemented them in a way that was relevant to the demographic of this location while keeping an eye on the overall budget and buildability.
02 Solution
During the store planning process, the BHDP team had to consider multiple ceiling heights and various materials. Additionally, several of the fixture elements are floor to ceiling, so our designers had to ensure they all landed on one ceiling height and did not span multiple heights. Another challenge the team faced was a floating pad with no perimeter walls; the original design used perimeter fixtures as a design element. To meet the client’s vision, we applied finishes and elements to the limited walls and achieved the design goals without the perimeter fixtures.
Quick Facts
Lenox Square Second Location for The Park
Atlanta, GA Location of Lenox Square
60+ Years Partnership between Macy's and BHDP
03 Results
In partnership with Macy’s design team, we implemented a one-of-a-kind experience full of inspiration by mixing artful objects as well as unexpected products and service pairings. Macy’s desired a space that was both fashionable yet artistic and inspirational yet nostalgic. To achieve this aesthetic, our designers embraced both color and material with an ownable pattern, true to the client’s original vision. Vintage details and craftsmanship offer shoppers a nostalgic callback in this curated space. With the launch of The Park at Lenox Square, BHDP and Macy’s designers delivered an environment that emulates an elevated experience within a familiar brand we all know and love.
What is The Park?
The Park showcases the newest men’s fashion and allows the shopper to fully immerse themselves in fresh, urban fashion designed by minority-owned and operated brands. This department supports vendors large and small, rotating throughout the calendar year to highlight different trends and styles.
Where is The Park?
The Park is a limited edition shopper experience currently at two locations in the U.S. The inaugural location opened at Macy's Herald Square, the flagship store in New York City. The second location, featured here, is at Lenox Square in Atlanta, GA.
