Macy's becoming a mall of their own

Ralph Lauren recently opened a large "shop" in Macy's Herald Square, nicknamed the Polo Palace because of its size and aesthetics. It was paid for and staffed by Polo. Polo pays Macy's for the space , the staffing and a % of the sales. They join higher end labels that have opened this past year in herald square such as Gucci,Longchamp and LV along with some eateries. Is this the future for all Macy's, as they started with sunglass hut and now are launching feet firsts?