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New format for DKNY at Macy's in NYC

Fashion brand DKNY has introduced a new store design at its concession in Macy’s - in New York City’s Herald Square - with a ‘chaotic Broadway’ environment created by Futurebrand UXUS. The store has been designed with the aim of making shoppers ‘fall in love with DKNY all over again’.

Illuminated features, polished materials and a light colour palette have been used to help DKNY stand out in the crowded department store environment.

Reflecting the brand�s philosophy of using a few key wardrobe items, the modular layout has been designed to easily scale up or down with a few key fixtures remaining consistent.

Zones within the store are clearly defined by the illuminated shelving and by digital screens, while mirrored panels with the DKNY logo are used in the handbags and accessories area. A DKNY wall, with New York-inspired digital content, highlights the DKNY Ready to Wear zone.


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