NEW YORK, Sept. 8 /PRNewswire/ -- Jones New York, a division of Jones Apparel Group (NYSE: JNY), today announced the opening of an innovative in-store experience at Macy's Herald Square in New York City. The Jones New York section of Macy's will feature a smart store design and offer smart-phone content created to enrich the shopping experience for Jones customers. This marriage of technology and store design is a first for the Jones New York shop on 3 at Macy's Herald Square. (Photo: http://photos.prnewswire.com/prnh/20100908/NY61155-a ) (Photo: http://www.newscom.com/cgi-bin/prnh/20100908/NY61155-a ) (Photo: http://photos.prnewswire.com/prnh/20100908/NY61155-b ) (Photo: http://www.newscom.com/cgi-bin/prnh/20100908/NY61155-b ) Jones New York created this space to reflect the company's "Empowering Your Confidence" campaign, which is a broad national initiative celebrating the brand's over 35 years of empowering women's lives and successes through style. The Jones New York shop features an intuitive store design that guides shoppers to put together a working wardrobe. Susan Metzger, Chief Executive Officer of Women's Wholesale Sportswear said, "Our new shop is visual, powerful and completely aligns with our empowerment platform. The shop is a gateway to an enhanced shopping experience from suiting to separates to our Easy Care wardrobe solution pieces. Being able to deliver video content directly at point-of-sale is an exciting new feature we feel will resonate with our customers." Senior Vice President and General Manager of Macy's Herald Square, Patti Lee, said "Macy's Herald Square is a destination for shoppers who are looking for exclusive and national brands, terrific values and a true New York shopping experience." She added, "The new Jones New York shop creates an unique retail environment that not only showcases the assortment of one of our core classic sportswear brands but also brings modern mobile technology to enhance the shopping experience right on the selling floor." Jones New York is one of the first retailers on the better sportswear floor to incorporate Microsoft tag technology into the retail experience. Microsoft tags within the Jones New York shop deliver 25 unique videos; shoppers can download content to their phones as they shop, including a message from Jones New York's' "Empowering Your Confidence" Campaign Ambassador Dee Dee Myers; video quotes of inspirational women from the Jones New York Little Black Book of Career Advice; and style tips from the Jones New York Style Guy, Lloyd Boston. Consumers will also have an opportunity to view the making of the "Jones New York Empowering Your Confidence" campaign shot by Annie Leibovitz in Grand Central Station through an exclusive behind the scenes documentary. Jones New York will be hosting a shopping event on Wednesday, September 8th from 12:00-3:00pm at Macy's Herald Square. Guests will enjoy live music and refreshments while viewing the newest collections on live models and experiencing the interactive shopping experience. In celebration of the Empowerment campaign, Jones New York will release a limited edition "Empowerment Scarf" in two color options, which feature the words "Empower" and "Confidence." These scarves will be on sale exclusively at Macy's Herald Square.