Perry Ellis

The New New Store Architecture

Perry Ellis sought a partner that could understand the playful, innovative legacy of the namesake designer and transform it into a new brand-driven shopping destination to court the modern shopper.


As one of the anchor tenants in Macy’s Herald Square’s innovative new Men’s Floor, Perry Ellis knew they needed something different. The organization wanted a one stop shop to concept, create, and manage this ambitious project, while understanding the technology infrastructure needed to support a multi-channel shopper.

The Science Project worked with Perry Ellis to create a truly customer-centric and groundbreaking retail experience.  The Science Project brought in best-in-class partners from the luxury architecture firm Sawicki & Tarella to create a progressive physical space to complement the interactive concepts.  

 With the brand and the customer at the forefront, The Science Project created an ‘interactive shopping platform’ before even considering the store layout.  

The Science Project directly addressed the modern brand problems of driving store traffic, deeper product education, seamless service, data collection and more through simple, effective and exciting brand experiences, integrating digital into the materiality of the space. Screens, lights, chargers, and sound elevated the brand and product story and invited the guest to come in, explore and stay.


The entire architectural design process was underpinned by a distinct understanding of underlying customer journeys and technical infrastructure.

A truly breakthrough connected customer experience that uses technology to complement and personalize each customer journey, optimized using true digital tools, connecting customers across touchpoints, driving specific product category sales and greater purchase volume.


After this ambitious project, a cycle of test and learn is put in place to respond to customer behaviors, successes and weaknesses in the concept. By building the Perry Ellis experience on top of the ShopStage Platform, The Science Project can easily add new customer touch-points to test, learn and improve by integrating additional enterprise systems to drive new customer and inventory integrations.