Avec Les Filles Opens At Macy’s Herald Square

Avec Les Filles (French for “with the girls”), a hybrid contemporary lifestyle brand with a playfully sophisticated, French aesthetic, has opened a 1,200-sq. ft. shop in Macy’s Herald Square flagship, complete with a pink grand piano and living room seating. The opening was a major benchmark in the brand’s whirlwind first year, and followed the opening of eight “shop-in-shops” at Macy’s. Connecting an achievable price point and an aspirational design, Avec Les Filles is the manifestation of designer Joyce Azria’s experience and intuition about the complex millennial consumer.
The Avec Les Filles shops are designed to evoke a boutique environment, rather than the typical department store shop-in-shop. Pink walls, bathroom tiles and smoky glass hearken back to the seventies and eighties. Instead of traditional white pedestals, the black mannequins are positioned on marble steps. In place of a wall rod, there’s a glass cube that can sit in the middle of the store or against the wall. To get the shops designed and built on schedule, Amanda Thevenot, Avec Les Filles’ Director of Store Design and Visual Merchandising, reached out to idX Corporation, the global solution provider for consumer environment design, manufacturing, rollout and installation.