IN PICTURES: Macy’s new “One Below” juniors floor – a tech-infused playground

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Macy’s has opened a new juniors floor on the lower level of its flagship Herald Square location in New York City, with numerous tech features including a selfie wall and Levi’s customisation station installed.

Called One Below, the 53,000 square-foot space is part of a $400m renovation of the store. It features young brands such as Material Girl and XOXO, and a wealth of interactive experiences to engage with today’s young consumers.

The selfie wall allows users to pose against famous Macy’s backdrops; the Levi’s custom laser bar let’s them choose designs from a book to appear on their jeans; a wearable tech area dedicated to smart watches includes brands like Fitbit, Samsung and Fossil; and another from 3D systems sees 3D-printed products including jewellery and phone cases for sale.

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A blow dry bar is also coming to the beauty department soon, and there are screens in every department, including a giant one outside the fitting room showing what looks like Instagram posts across it. All the seats for those waiting also have charging stations for devices.

The floor is reportedly aimed at Millennials (those born circa 1980-2000), but it already feels younger than that – for today’s pre-teens and teens (if the prom and homecoming dresses are anything to go by) and their increasingly connected futures.

More importantly, it’s also heavily for today’s teen tourists: it’s no mistake the selfie wall appears in the Macy’s Arcade for instance, which also houses the department store’s souvenir products. This is for visitors, not regular shoppers; it’s intentionally gimmicky, but that’s why it works.

Here are a load more original pictures of the space:

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