MACY’S STYLE HOUSE - IHEART RADIO MUSIC FESTIVAL: DAYTIME STAGE 2019
ROLE: LEAD DESIGNER | AGENCY: REVOLUTION MARKETING | LOCATION: LAS VEGAS, NEVADA PHOTOGRAPHERS: MATT CARASELLA & FRED MORLEDGE
CONCEPT
Welcome to Macy’s Style House: a vibrant, fun, and edgy space where festival goers felt at home to explore, express themselves, and “Find the Remarkable You”.
No longer “your mother’s store”, Macy’s Style House engaged millennials in modern ways to showcase the multitude of products that Macy’s offers. In this custom fabricated “house” every inch of space was used as a cool photo moment with lots of “easter egg” features. Each room was unique, yet tied together aesthetically.
DESIGN PROCESS & RENDERINGS
The Macy’s style house activation was divided into 4 major areas: one outside, and three inside. Photo opportunities, premium takeaways and fun moments worked together to create a cohesive “house” experience.
EXTERIOR:
LAWN SWING
One side of the front lawn featured an airy, glamorous photo opportunity with a surreal cloud backdrop and porch swing decorated with florals and ivy. Props such as bowties, tulle skirts, and fancy hats added to this vintage glam experience.
MURAL
I created a hand drawn butterfly mural on the other side of the tent exterior. Whimsical motifs, vibrant colors, and subtle Macy’s branding created an eye-catching photo opportunity prior to entering. A snapchat filter was created to be unlocked through a QR code to enhance the mural features through the exterior camera. A selfie filter utilized mural elements for a branded social media photo output.
INTERIOR:
ENTRY WAY
Guests were welcomed and transported into the space through a rainbow, ribbon entry way. Each piece of ribbon was delicately placed to hang down in an ethereal way.
LIVING ROOM
A monochromatic pink living room highlighted various Macy’s products. Guests were encouraged to lounge on the seating as they waited to get face glitter or enter the bedroom, and escape the Vegas heat. QR code stickers were placed on the products, encouraging shopping on the Macy’s website.
ART WALL
An opening in the wall allowed guests to become their own works of art by posing behind a large picture frame. Classy props such as bows, jewelry, and head chains, allowed guests to become their most artsy selves. A rainbow lit staircase amplified the creative mood and allowed for a more dynamic photo output.
BEDROOM INTERACTIVE
A vibrant, tufted, purple bed was placed in the center of a holographic bedroom as a pillow-fighting photo opportunity. Hanging holographic pillows and loose feathers worked together to create a fun, photogenic environment with branded pillows. A professional array camera allowed for a 360° Boomerang social output.
ARTIST
MEET & GREET
A portion of the bedroom was designed to be a meet & greet area, where a select few of festival goers were invited to meet and take a photo with artist SZA. Throughout this area and in the rest of the bedroom, Macy’s products were placed with QR code stickers for guests to interact and shop.
WARDROBE
A highlight in the activation was an area for guests to be able to enhance their festival looks with face glitter, done by professional body paint artists. As an additional feature, uniquely designed tees were handed out to guests as memorabilia of the activation.
PREMIUM TAKEAWAY
One-of-a-kind tees were created for the activation. Each tee had bold colors and paint splatters similar to the butterfly mural, as well as quirky social sharing quotes. The back of each shirt integrated the brand’s lock logo with the music festival. Shirts were produced through the dye sublimation method.
SIGNAGE & GRAPHICS
Signage throughout the space matched the colors highlighted in each of the three rooms of the activation. QR codes were featured on standing signs, as well as on products to allow guests to explore the Macy’s website. Cards were handed out to guests throughout the grounds to ensure they checked out the activation, and followed the mural artist on social media.
THE END RESULT
In total, the Macy’s Style House engaged 1700+ guests. The custom mural created
by in-house artist inspired an exclusive Snapchat filter that brought the mural to life,
as well as a butterfly crown face filter.
Revolution also partnered with local charity to donate reusable items
and reduce landfill waste.
