I’ve started sieving through the portfolio a little bit more this week after the comments on Tuesday and have finally written a short prologue to the project. This would come in the front with a little icon to ask the reader to play the compiled video:
“ These were some brands that were watching from the side-lines as Wall Street declared the death of the brand. Funny, they must have thought; we don’t feel dead.”
(Klein, 1999, p. 36)
Originally known as R.H. Macy & Co., Macy’s is a departmental store chain owned by Macy’s Inc., the largest U.S. department store company by retail sales. As of January 2016, Macy’s operates 769 store locations in the continental United States, Hawaii, Puerto Rico, and Guam, including its crème de la crème flagship location on Herald Square in Midtown Manhattan, New York.
In 1924, Macy’s decided to gift the city of New York its most treasured tradition to date, the annual Macy’s Thanksgiving Day Parade. As the heavenly aroma of cooking turkey floats through every nook and cranny of the city, Mickey Mouse, Pikachu, and even Superman, are watched soaring down Central Park West, casting shadows along the granite jungle. With its celebrity-decked floats and novelty balloons – the size of decent cathedrals, mind you – the Macy’s Thanksgiving Day Parade have lined the streets with countless millions of people, be it in rain, sleet or snow, to unite in one mass out of sheer holiday pleasure.
Annually performing, the parade begins to morph into an eternal being, consuming more of New York with every cycle. It moves precisely to every tug and tow of its hidden puppeteer, only to fool its fervent disciples of its menacing cult rituals of death, resurrection and eternalism. Macy’s, all-powerful and knowing, becomes the Purveyor of Immortality, consummating its believers on Holy Thanksgiving Day. The design project takes a closer look at this staged pilgrimage and all its whizz and wonders, bringing to light its inner workings and revealing what deviousness lies within this plastic religion…
I’ve also started the large site plan/city vitrine drawing to conclude the project, framing the parade on its route and the five corresponding shrines, which I have not include in the drawing yet. The vitrine dimensions for the shrines might change according to the final drawings. I am thinking of writing a short epilogue to go with this drawing as final conclusion for the project, I found it quite helpful when I did it last year for RLD.