Over 110 years old, and a National Historic Landmark in New York City, Macy’s Herald Square is the flagship store, seeing over 20 million shoppers annually. In 2012, Two Twelve partnered with this specific Macy's to provide a better experience for all customers navigating the complex space. Additionally, developing a wayfinding program for the Macy’s Herald Square Flagship presented a monumental opportunity to functionally transform the shopping experience as well as to enhance the value of this historic brand. 

To align with Macy’s brand presence – fresh and modern – we looked to incorporate contemporary design and wayfinding nomenclature that was consistent with Macy’s overall brand, clear and effective. With hundreds of brands represented and competing within the department store, Two Twelve realized the need for clear visual cues, considering color, form, type, symbol in their designs to help visitors identify and follow wayfinding paths amid the visual “noise” of the store and vendor displays. The resulting system is accessible for the diverse people traversing the shops, and provides visible and easily understandable signage to help all users of the space.

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