Finally recognizing a new consumer demographic, department store mainstay Macy’s has vomited their idea of what a Millennial is all over the basement of their flagship store in New York City’s Herald Square. Dubbed One Below, seemingly a combination of the band One Direction and the level they’ll sink to to remain relevant, the 53,000-square-foot store is a collection of tech goods, apparel, cosmetics, food, and more, all aimed at shoppers between the ages of 13 and 22. Not only is the electronica-thumping shop bigger than every Macy’s Backstage store in the US, but it’s stocked with 3D printers, to demonstrate just how with-it the 150-year-old retailer is.
Though it may look cheap, with selfie walls and neon signs, One Below is one facet of a $400-million renovation taking place at the flagship store. As a pilot to grab young shoppers, One Below sells fashion labels like Material Girl, Roxy, and XOXO and the shop’s exclusive American Rag label. These brands are augmented by tech found in the department store’s basement, including wearables like the Fitbit, a laser-etching machine to embroider Levi’s jeans, and a Fossil desk where shoppers can build their own watches with personalized engravings.
Last, but not least, is One Below’s 3D printing section, in which customers can 3D print iPhone cases and jewelry with a 3D Systems’ Cube 3D printer. This will be expanded with a 3D selfie booth, possibly the newly upgraded 3DMe booth from 3D Systems, where they’ll also be able to order 3D printed replicas of themselves.
Though tech-savvy, but jaded Xennials (a portmanteau of Gen X and Millennials conceived by my wife, Danielle) may roll their eyes at One Below’s desperation, it’s only a pilot that will, hopefully, never be repeated again.
All photos and details via Bloomberg Business.
“One Below” calls to mind the chain of stores called 5 Below, which sells cheap trinkets to kids. Poor choice on Macy’s part, but perhaps more apt than they’d admit. Certainly “below” the level of goods I used to associate with their offerings, and an insult to those millennials with an eye for quality. Even my “millennial” kids have moved on to Nordstrom.
I see One Below as a net positive for the integration of consumer 3D printing into the mainstream. Certainly a major retailer would not institute a marketing makeover without extensive research and testing. Their focus is on increasing sales and customer base. Irregardless of opinions of the tastefulness of their approach, I hope they are successful, that this helps spark other retailers’ interest and further demand for consumer 3D.
B&M is in trouble. For it to survive it has to be an eyeball magnet. Lots of stimulation. Lots of interaction. A mini amusement hall to get those couple-a-seconds of focus. We find that all ages take a look at a working 3D Printer and stop. They stare. They watch. It’s the “Nerd campfire”.