INC shop caters to fashion-forward, accessible male
INC Men’s Department | Macy’s Herald Square, New York
completion: October 2015
size: 3,184 sf
photos: Richard Cadan Photography
SLEEK, MODERN, AND MINIMALIST, this shop-in-shop exudes the INC tone of voice (mystery, danger, sex appeal), while seamlessly integrating into Macy’s open architecture and high-contract, black trim design details.
Oversized logo panels define and brand the space, while their semi-transparent glass maintains an open feel. The low ceiling and entrance columns create intimacy. A darker tone draws customers from the brighter surroundings, while a digital wall and light installations guide them to the back of the space.
Flexible lifestyle tables greet guests with the seasonal merchandise and can easily be adjusted for various promotions and seasonal offerings. Textured, patterned accent panels, framed with LED light, feature key merchandise. Digital screens highlight current fashion campaigns, tone of voice, and brand messaging throughout the space without overwhelming the guest’s experience. Acting as mood generators, they reflect the colors and movement of the space. The digital panels and lifestyle tables paint a clear picture of the INC man is as a fashion-forward, yet accessible customer.
Accents of light in chrome finishes, mirrors, LED lighting, and digital display walls against dark stone walls create high contrast, which is reinforced by the mixture of matte textured wall coverings with chrome, mirror, and stainless steel. The reflective material and minimalist design visually enlarge the small footprint.