by Brian Lipton

Seventh Avenue was the place to be on Thursday, November 5 as Macy’s Herald Square officially celebrated the redesign of its men’s store, having completely transformed the 200,000-square foot space, now located on seven selling floors.

Highlights of the evening, which helped support the Human Rights Campaign, included a meet-and-greet in the new Buffalo David Bitton department by New York Mets superstars Noah Syndergaard and Jacob deGrom that brought out hundreds of fans, an appearance by celebrity stylist Phillip Bloch, and various other special events, including beer tasting, cigar rolling, and basketball playing, special promotions –and even some half-naked models) – scattered among the floors.

The four-year-project included revamping the store’s bottom-most floor “One Below” (which now carries men’s basics and accessories), creating an entire denim floor on 3, and adding shop-in-shops for such newly carried brands as All Saints, Jack Spade, Moschino, and Theory, among others, as well as revamped shop-in-shops for such Macy’s favorites as Perry Ellis and Ralph Lauren.

“As the biggest store in the world, we had to fulfill a number of key objectives,” Men’s GMM, Richard Arnstein, told MR in an exclusive on-site interview. “The first thing we realized is that we had to think like our customers, and that means we need to satisfy the need of international customers, domestic customers, and regional customers,” he says. “And what they all wanted is that our merchandise be presented by lifestyle, so each floor has its own identity. Moreover, there’s now more of a flow, so you can easily go from furnishings to sportswear to activewear, etc.”

Many of the new store’s other innovations, Arnstein pointed out, are technology-driven, such as a design your own t-shirt kiosk, a laser bar, and a Levi’s screen that can do everything from giving you product information to showing you how to get from 34th Street to Tompkins Square Park in the East Village. Arnstein also noted the store’s new design will allow Macy’s to host even more in-store entertainment events. (DJs and live bands played on many of the floors during the celebration.)

Executives from many of the companies represented in Macy’s were on hand to take a look and congratulate Arnstein, including Alex Cannon, president of Calvin Klein’s men’s sportswear at PVH, and Oscar Feldenkreis, president and COO of Perry Ellis.