Based on Macy's Mission, a new story was crafted around the emotions Macy's wants to convey to their guest. These three emotions are feeling unique, celebrated, and special. Our concepts have to make one feel these emotions. The emotions were driven by the theme of "Own Your Style." In order for one to "Own Your Style," the whole experiential story is around one being able to design and create their personal style through mico-themes along the way. This process is similar to the human-centered design process that Standford created.
If people can participate in the experience by co-creating their experience, then they will be more engaged, feel authentic in their style, and will be able to play within the space.
I was responsible for breaking down the brand, developing this story, and the diagram below.