Macy’s former Downtown Brooklyn flagship to become five-floor ‘experiential’ retail destination
Credit: Dreamscape
After shuttering last year and a brief stint as a light installation, Macy’s former Downtown Brooklyn flagship will become a massive five-floor “experiential destination.” United American Land on Monday unveiled plans for BKX, a 440,000-square-foot retail hub at 422 Fulton Street. The project, the largest block of retail space available in New York City, could accommodate “flagship retail, immersive entertainment, food halls, destination dining, wellness concepts, cultural programming, and large-format branded experiences,” according to the developers.
After closing in January 2025, Macy’s transformed into an interactive light installation that pulsed along with the sounds of Fulton Street. The exhibition ran through March of that year and featured street sounds, including music, conversations, traffic, pigeons, crosswalk signals, and subway noise, which controlled the light patterns.
More than a year later, the building is set to welcome shoppers once again, this time as a large-scale experiential destination. The project team, which also includes The Jackson Group and Dreamscape Retail & Entertainment, describes BKX as one of the city’s “largest and most ambitious retail developments.”
“When we acquired this property, we saw an opportunity to reimagine one of New York’s most iconic sites for the next generation,” Albert Laboz, principal of United American Land, said.
“Rather than pursuing a traditional retail redevelopment, we’re creating a destination that reflects how people want to spend time today—bringing together entertainment, dining, retail and community under one roof.”
BKX will be designed to accommodate flagship retailers, entertainment venues, immersive attractions, food and beverage concepts, and emerging brands seeking a high-profile urban location. Potential uses include multi-level anchor spaces and curated specialty retail, giving brands flexibility to create customized flagship locations.
Dreamscape is working with experiential design firm iCrave to design BKX’s central atrium, a shared gathering space intended to serve as the centerpiece of the destination.
Dreamscape is behind projects including Pier 17 at the South Street Seaport, the Rio Las Vegas hotel and casino, and Nashville’s Arcade shopping complex, according to Curbed. iCrave has worked on projects including Las Vegas’ Sphere, TSX Broadway in Times Square, and Mercado Little Spain in Hudson Yards.
“BKX represents a once-in-a-generation opportunity to create a first-of-its-kind urban entertainment destination,” Joshua Strauss, president of Retail & Entertainment at Dreamscape, said.
“Consumers today are looking for more than a traditional shopping experience. They’re excited by places that blend retail, entertainment, dining, culture and community, and BKX has been envisioned to meet that demand under one roof, at a scale that simply doesn’t exist elsewhere in New York.”
Located above one of the city’s busiest transit hubs, BKX will have direct access to 11 subway lines and the Long Island Rail Road. Thousands of commuters and visitors pass through the area on a daily basis. Leasing is currently underway.
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