Herald Square, New York City
Posted March 24, 2000

With a 15,000-square-foot space at basement level, the MacySport store at Herald Square had a unique opportunity to create a fresh look for its new line of sporty clothing. So Columbus, Ohio-based Chute Gerdeman Inc. created a colorful, graphically appealing store design that marks a departure from Macy’s more traditional look.

For starters, a colorfully painted concrete staircase takes shoppers from the street into an open atrium that partially illuminates the basement. And the store is designed with an elliptical layout and lots of curved shapes that create a sense of movement and energy. Nine permanent columns were transformed into graphic retail elements that sport posters above and merchandise in a circular fixture below.

To cushion the concrete floor, Asbestolith was troweled on and painted bright orange, green and sky blue. Above, a monochromatic silver-gray ceiling creates the illusion of height. And throughout the space, multiple videoscreens and projectors keep the atmosphere upbeat with loops of current music videos and action sports.

Design: Chute Gerdeman, Columbus, Ohio -- Denny Gerdeman, principal, account executive; Wendy Johnson, program manager, retail environments; Bob Welty, creative director, retail environments; Eric Daniel, art director, designer retail graphics; Joel Limes, designer, retail environments; Ric Wolff and Steve Andreano, implementation, retail environments

Client Team: Federated Department Stores, Cincinnati -- Scott Meyer, division vp, Federated Department Stores; Karen Smith Harvey, senior vp, director of visual merchandising/store design, Macy's East; Mark Minichiello, vp, visual merchandise, Macy's East; Thomas Tarnowski, operating vp, store design, Federated; F. Richard Clemente, operating vp, store planning, Federated; Robert Passero, director store planning, Federated; Kevin Morrissey, general merchandise manager, men's, Macy's East; Xris Wilson, divisional merchandise manager, Macy's East; Karen McKelvie, buyer, Macy's East; Christine Cappy, vp graphics/ design, Macy's East

Contractor: E.C. Provini, Hazelet, N.J.

Outside Consultants: Highland Associates, New York City (architect); Goldman Copeland Associates, New York City (MEP engineer); Lighting Management, New City, N.Y. (lighting)

Audio/Video: AEI, Seattle

Ceiling: Dashco, E. Rutherford, N.Y.

Fixturing: Opto International Inc., Wheeling, Ill.; Woodmasters, Bowling Brook, Ill.; Lambert Sheet Metal, Columbus, Ohio

Flooring: Asbestolith, Brooklyn, N.Y.

Lighting: Lightolier, Fall River, Mass.; Lighting Illuminators, New York City; LBL Lighting, Chicago

Paint: Benjamin Moore, Montvale, N.J.; Sherwin Williams, Cleveland Signage: Kaltech Industries Group, New York City; Andres Imaging & Graphics, Chicago; Hi-Tech Electronic Displays, Clearwater, Fla.; American West Sign Co., Van Nuys, Calif.; Adcon, Fort Collins, Colo.