Also, check out products and
services contributed by A.R.E.
member companies, beginning
on page 36. For more information
about specific companies, or to
search for other members that
provide signage and graphics
products and services, visit
Whether it’s digital signage, low-profile
light boxes, dimensional signage, or
interactive, multimedia systems, signage
and graphics offer a compelling way to
visually draw customers to a retail brand
or product. Featured in this
section are six case studies that
focus on effective signage and
graphics installations in the retail
Graphics bring new life to showcases at Macy’s
WHEN PHILOSOPHY WAS WORKING WITH MACY’S to increase its brand presence
within the stores, BlueHive, based in Worcester, Mass., together with design firm OpenD,
entered into a partnership to help expand the brand in Macy’s department stores nationwide.
The challenge was to capture the skincare, beauty, and fragrance brand’s identity and roll it
out across the country into several generations of existing showcase lines. The initial concept
was to build window-box structures within each showcase to convert product storage to
“Some of the challenges we encountered were age and condition of the showcases, manufacturing differences from site to site, and the logistics of carrying out the process smoothly
across the country,” says Jim Powers, BlueHive’s chief operating officer.
After several rounds of prototyping, BlueHive developed a vinyl graphic treatment with
a highly durable laminate that was applied to the exterior of the showcases. Applying the
graphics on the exterior of the showcase glass allowed the graphic to pop and masked
blemishes on older showcases.
The project was carried out over a four-week period at 12 sites across the country. One-day
installations minimized interruption of business. The project also included the rebranding of
back-island display graphics and signage.