Introducing the Star Lounge
Welcome to the future of retail. With the Star Lounge, we have created an authentic, personal, and social retail experience that will change the way people shop. Complete with a Seating Area and Staging Area, stars can try on their styles, order food to their lounge, and spend time with friends in their own personal Lounge.
The Journey
After scanning the clothes that they want to try on, stars begin their journey by being led to their own Star Lounge by their personal stylist.
Upon entering, the stylist will introduce the Lounge to the stars and explain its features to any new and rising stars.
Once settled into their Star Lounge, stars can browse more items in the store and order them directly to the Lounge. Stars can even order food and drinks to enjoy while they wait for their friends to try their styles.
Inside the Staging Area, stars can customize their experience using a tablet on the wall. This includes changing the environment inside the staging area, browsing more items in the store, calling for assistance from your personal stylist, and even checking out when you're finished.
Guests can explore the different environments where they may own their style. From seeing how their jacket looks on the slopes to seeing their bathing suit on the beach, stars can see how they will own their style anywhere. Stars can also take pictures in all these environments and even pose in front of unique, Macy's themed walls.
After finding a style they love, stars can exit the Staging Area and show off their new style to their friends.
Once the stars have finished showing off their new styles, they can separate the styles they liked from what they didn't like. When they are ready, stars can check out from their own lounge. Their personal stylist will come to their lounge and bag up their chosen styles for the stars, leaving the unwanted styles in the lounge.
The Goal
Create a brand that utilizes Macy’s nostalgic past to make stars feel comfortable and celebrated while taking advantage of the features and advancements of today and tomorrow
Inspiration came from Macy's locations in New York, their Thanksgiving Day Parade, as well as the progressive experiences that TopGolf provides
Why Design a Fitting Room?
80% of retail customers are more likely to make a purchase if the company offers personalized experiences
Given its privacy and limited capacity, fitting room area in the store is the best opportunity for a personal experience. In addition...
Shoppers that use fitting rooms are 71% more likely
to purchase clothes compared to shoppers who just browse
to purchase clothes compared to shoppers who just browse
Despite their massive influence on shoppers, this is what the normal fitting room looks like today...
Cramped, Cluttered, Not Well Lit, Unappealing, Inaccurate
In addition, stores typically make fitting rooms hard to find by stuffing them in the back corner behind walls of clothes, and they normally take up a tiny portion of the store. This makes them even more unappealing to guests
But what if the fitting rooms BECAME the store? What if the most important and unique part of the in-store experience was the main feature of the store?
Then, we made some sketches, with most of them involving physically or virtually trying on clothes...
Then made a model and tested it...
After making adjustments to the placement of the Staging Area tablet and including the Seating Area in the lounge itself, the Star Lounge was born...
