M·A·C’s New Times Square Store
This past April, M·A·C unveiled their sixth, free-standing Manhattan outpost in vibrant Times Square at 1540 Broadway. Amidst the bright lights and hustle and bustle of one of the most popular tourist destinations in the world, a need for a store that would be able to match the energy and drama of Times Square is met by M·A·C’s newest global flagship.
“Times Square is a focal point for global retail. It is a direct connection to shoppers from around the world and allows beauty brands to increase their brand equity, while extending globally. The amount of foot traffic in Times Square is incomparable,” says Karen Buglisi, M·A·C Cosmetics’ Senior Vice President and General Manager of
Centrally located in the heart of Times Square, this new location boasts 2,850 square feet of space and forecasts traffic of an estimated 500 customers each day. Staffed by 60 Makeup Artists, this location employs nearly four times the number of personnel at a typical M·A·C outpost. Open until midnight, the store will accommodate the ever-awake neighborhood.
The location is representative of M·A·C’s high-drama aesthetic and is the result of collaboration between James Gager, M·A·C Cosmetics’ Senior Vice President and Creative Director, Tim Tareco, M·A·C Cosmetics’ Vice President of Visual Merchandising and Sheila Choi, M·A·C Cosmetics’ Vice President of Store Design.
With a double-height glass storefront and vertical exterior-grade LED tiles encased in a black sleeve broadcasting colorful imagery, the store is designed to achieve a distinctive look and draw customers in.
“Rather than trying to compete with all of the over-the-top bells and whistles, our façade is very subdued, with a carefully positioned logo and distinctively shaped vertical blade sign. The LED technology employed on the blade sign will be a different proportion than most signage in the neighborhood,” says Mr. Gager.
Inside the store, an elevated podium featuring makeup stations serves as a stage for makeup application and events. The back-drop of the podium is a see-through LED screen that simultaneously enables projection of images and visibility to the activity behind the screen. At the side of the podium are interactive touch screen computers, a feature exclusive to this location.