MACY’s VP+
the challenge
FOR MORE THAN A CENTURY, MACY’S WINDOWS HAVE REFLECTED POSSIBILITY, REVEALING WHAT’S NEW AND WHAT’S NEXT.
THE 2025 VP+ LEADERSHIP MEETING NEEDED TO BRING THAT SAME ENERGY INSIDE THE COMPANY TO TURN A BUSINESS UPDATE INTO A CULTURAL RESET.
THE MISSION: CONNECT 180+ SENIOR LEADERS ACROSS ALL MACY’S NAMEPLATES, INCLUDING BLOOMINGDALE’S AND BLUEMERCURY, SHARE THE PROGRESS OF A BOLD NEW CHAPTER, AND REIMAGINE WHAT LEADERSHIP LOOKS LIKE FOR THE FUTURE OF RETAIL.
THE CHALLENGE WAS TO DESIGN AN EXPERIENCE THAT DIDN’T FEEL LIKE ANOTHER CORPORATE MEETING, BUT LIKE A STORY UNFOLDING IN REAL TIME. A STORY WHERE EACH LEADER COULD SEE THEMSELVES IN THE NEXT CHAPTER.
the SOLUTION
FOR THE 2025 VP+ LEADERSHIP MEETING, MACY’S NEEDED A PARTNER WHO COULD DELIVER CLARITY, CONTROL, AND INSPIRATION AT SCALE. WITH SENIOR LEADERS GATHERING FROM ACROSS MACY’S, BLOOMINGDALE’S, AND BLUEMERCURY, THE SUMMIT DEMANDED MORE THAN VISION ALONE. IT REQUIRED EXCEPTIONAL PROJECT MANAGEMENT, THOUGHTFUL CREATIVE PROBLEM-SOLVING, AND FLAWLESS TECHNICAL EXECUTION ACROSS MULTIPLE VENUES, MOMENTS, AND AUDIENCES.
SOHO SERVED AS THAT STEADY PARTNER, ORCHESTRATING A SEAMLESS, MULTI-DAY EXPERIENCE THAT BALANCED AMBITION WITH PRECISION. BY TRANSLATING STRATEGY INTO A COHESIVE JOURNEY AND ENSURING EVERY DETAIL LANDED WITH INTENTION, SOHO DELIVERED A PROGRAM THAT INSPIRED LEADERS, CREATED MEANINGFUL CONNECTION, AND REINFORCED CONFIDENCE IN THE ROAD AHEAD.
