MACY’S INC.
40 Years Celebration
the challenge
AFTER FORTY YEARS OF DEFINING WHAT IT MEANS TO BE EFFORTLESSLY ICONIC, INC INTERNATIONAL CONCEPTS WAS READY TO CELEBRATE ITS LEGACY. BUT THIS MILESTONE WASN’T ABOUT NOSTALGIA; IT WAS ABOUT RELEVANCE.
THE CHALLENGE: CREATE AN ANNIVERSARY MOMENT THAT HONORED INC’S TIMELESS INFLUENCE WHILE REINTRODUCING THE BRAND TO TODAY’S FASHION-CONSCIOUS SHOPPER.
THE ACTIVATION NEEDED TO FEEL MORE LIKE A CULTURAL EVENT THAN A PROMOTION, BLENDING STYLE, STORYTELLING, AND SOCIAL CONNECTION TO REMIND GUESTS WHY INC HAS REMAINED A STAPLE FOR FOUR DECADES AND WHY IT STILL LEADS THE CONVERSATION.
the SOLUTION
SOHO DESIGNED A MULTI-LOCATION FASHION EXPERIENCE. AT THE HEART OF IT WAS SIP & SEE: THE 40TH ANNIVERSARY CELEBRATION—A DAYTIME FASHION AFFAIR THAT INVITED GUESTS TO CONNECT, CONVERSE, AND CELEBRATE INC’S PAST, PRESENT, AND FUTURE.
EACH EVENT PAIRED MACY’S STYLISTS WITH LOCAL INFLUENCERS FOR LIVE PANEL DISCUSSIONS EXPLORING SIGNATURE LOOKS, FALL TRENDS, AND THE ARTISTRY BEHIND INC’S MILESTONE COLLABORATION WITH CHRISTIAN SIRIANO. MOCKTAILS, A LIVE DJ, PHOTO MOMENTS DESIGNED FOR SHARING, AND EXCLUSIVE GIFTS WITH EACH PURCHASE TURNED A TRADITIONAL SHOPPING EXPERIENCE INTO A CELEBRATION.
