2(X)IST opens new store-in-store at Macy’s Herald Square


November 5th, 2014

2(X)IST, innovators in style, comfort and fit for fashion-forward, modern men, is changing the way men shop for underwear. Their new flagship shop-in-shop, conceptualized and built by Jack Morton Exhibits, debuted in Macy‘s Herald Square on November 1 at their newly renovated lower level, just in time for the holiday shopping season.

“We are thrilled to be partnering with 2(X)IST to bring their brand to life in this new flagship location,” says Cyndi Davis, SVP, Managing Director, Jack Morton Exhibits. “Our assignment was to showcase the 2(X)IST brand as a leader and a mentor in this space. We developed a very open and accessible display, making it very easy for the consumer to see why this is the right brand for them. 2(X)IST helps men build both their wardrobe and their confidence—the shop-in-shop helps shoppers do just that.”

“We wanted to make sure that this flagship store elevated our brand to new heights,” said Tom Speight, President & CEO, 2(X)IST. “Creating a space where men want to shop was key. We incorporated moments of guidance and movement in the store—from more approachable male figures to informational displays—to show that this space is a place to enhance your lifestyle, not just a place to purchase underwear. With this shop-in-shop we further define 2(X)IST as a lifestyle brand and a go to for innovation and design.”

Main highlights of the shop-in-shop include:

  • Informational displays that educate shoppers on products
  • Dynamic chrome mannequins and photographs that showcase movement in the 2(X)IST products
  • Engaging product areas and video content highlighting 2(X)IST‘s latest and most sought-after styles
  • On-site staff members to guide shoppers in their purchase decision-making
  • And, of course, 2(X)IST‘s cutting edge underwear and menswear products

The 2(X)IST store is now open at Macy‘s Herald Square, New York, NY.

To learn more about the 2(X)IST brand, please visit: www.2xist.com

To learn more about Jack Morton, please visit: www.jackmorton.com

To learn more about Macy‘s , please visit: www.macys.com

Interviews with Jack Morton and 2(X)IST executives are available upon request.