Bloomingdale's 59th Street Undergoes The Biggest Makeover in NYC

Flagship Store Refurbishes Famous Main Floor Beauty Department

NEW YORK, Oct. 5 /PRNewswire/ -- Bloomingdale's flagship 59th Street store
will complete The Biggest Makeover in New York City next week. The store's
famous black and white BWAY on the main floor, carrying an impressive
collection of cosmetics vendors, has been fully renovated and upgraded with
21st Century technology. In addition to its current roster of cosmetics
vendors, six new brands will launch for the first time at 59th Street. The
transformation of the 25,400-square-foot cosmetics department is the
culmination of a complete store renovation that began in 2004.

"The overall goal of The Biggest Makeover in NYC was to create a floor that
has the largest and most dynamic world of beauty in the City," said Michael
Gould, chairman and CEO of Bloomingdale's. "What we will achieve will be the
creation of a highly interactive world of beauty, the introduction of six top
brands, and a beautiful and cohesive floor design."

"In addition to upgrading each vendor shop or counter, we wanted to recreate
the floor in its entirety," said Jack Hruska, executive vice president of
creative services for Bloomingdale's. "We've taken the cosmetics department
from one large, open room to three distinct rooms. This allows us to present
our brands in a much more powerful and cohesive way."

The department's three rooms allow for more impactful presentations from each
cosmetics resource by raising their visual area in height from 5'6" to 10'3".
A wide, black glass trim, known as the eyebrow, extends above each vendor shop
to the 13'6" ceiling and, along with the brand's iconic black and white
floors, ties the three rooms together and create a unified department. Yet,
each room has its own personality--one accented in white glass, one in black
glass, and one in a black and silver leaf motif. Special diffusion lighting
eliminates shadows on the floor, and creates a significant drop in electrical
consumption, thereby allowing 59th Street to become a more energy efficient
store.

By moving a portion of menswear from the main floor to the lower level, the
beauty department was able to pick up an additional 4,400 square feet of space
to accommodate new brands, as well as wider aisles. The design provides for
larger aisles in both directions--from Lexington Avenue to Third Avenue, and
from 59th Street to 60th Street--a move that increases flow and circulation on
the floor. Hruska and his store design team worked with Callison RYA Studio on
the design of the floor and Seaboard Construction served as the General
Contractor.

New brands to Bloomingdale's 59th Street include Giorgio Armani; Bare
Escentuals; Bumble and bumble; Jo Malone; Sisley; and shu uemura. These new
vendors add depth and breadth to the floor--in product array, services, and
even design. Bumble and bumble has created its first outpost in a department
store with the Bb.StylingBar and shop--a 'no wash, no appointment' dry styling
counter. A Tokyo Lash Bar at shu uemura's oval-shaped shop adds a new
customization option for Bloomingdale's guests.

These new brands join existing resources, including: Benefit; Bobbi Brown;
Borghese; CHANEL; Clarins; Clinique; Dior; Estee Lauder; Kiehl's; La Mer; La
Prairie; Lancome; Laura Mercier; M.A.C.; Prescriptives; Shiseido; SK-II; Space
NK; Trish McEvoy; and Yves Saint Laurent.

A 1,300-square-foot Cosmetics Studio, open 362 days a year, boasts the ability
be transformed for master classes, special events and luxury skin treatments.
The room holds up to 30 temporary makeup stations for master classes with top
makeup artists. It can also be transformed by hidden walls into three separate
treatment rooms, each of which can hold two treatment chairs, allowing for six
appointments at a time. Most events are open to the public, but customers can
also be able to reserve the space for private parties.

In addition to the transformation of the cosmetics department, fashion
accessories, jewelry and men's dress furnishings all have recently landed in
newly renovated spaces on the main floor. Men's dress furnishings sits in a
new arcade on the Third Avenue end of the store, full of unique new resources,
such as Alexander McQueen Accessories, Turnbull & Asser and Psycho Bunny.
There is a beautiful, airy room for costume and cul de sac jewelry and
accessories, and a greatly expanded fragrance room for both women's and men's
brands. In addition, a dramatic, new, three-level Louis Vuitton shop opened on
the main floor in February.

As part of The Biggest Makeover in NYC, David Yurman nearly doubles its space
on the main floor by moving to an elegant new shop-in-shop inspired by the
design of its Madison Avenue flagship store, scheduled to open in spring 2010.
The space is characterized by textured, natural materials, and rich, artisanal
metal finishes.

A full promotional campaign accompanies the new beauty floor, including more
than 500 special events on the main floor over the course of two months,
beginning October 15. Also beginning that day is a multi-channel advertising
and marketing campaign to support The Biggest Makeover in NYC. Media includes
local print, broadcast and online outlets, and out-of-home includes MTA buses,
taxi toppers, phone booths and taxi TV.

Bloomingdale's is America's only nationwide, full-line, upscale department
store; and a division of Macy's, Inc. It was founded in 1872 and currently
operates 40 stores in New York, New Jersey, Massachusetts, Pennsylvania,
Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada and
California. For more information, or to shop any time, visit
www.bloomingdales.com.

SOURCE Bloomingdale's

Liz McGovern, Bloomingdale's National Media Relations, +1-212-705-2443,
liz.mcgovern@bloomingdales.com