Clockwise from above: In its redesign for the 4th floor of Macy’s Herald
Square, Charles Sparks + Co. used digital signage, action-posed mannequins,
and geometric neon for an urban sensibility. Men’s stores like Wormland in
Berlin are increasingly featuring seating, reading material, and amenities such
as coffee. Technology plays a significant role in appealing to the male shopper
at Macy’s Herald Square.