Macy's Herald Square Brings Back Holiday Square, Remakes Santaland
The New York flagship reopens its 50,000-square-foot Holiday Square on Oct. 31 with more than 35 vendors and a redesigned Santaland.
Macy's Herald Square in New York is refreshing its holiday offering with a redesigned Santaland, new shops and a returning market called Holiday Square, the retailer said in a news release on Thursday.
Holiday Square returns for a third year on Oct. 31. The 50,000-square-foot space fills the lower level of the flagship and houses more than 35 food and gift vendors. Local businesses on the list include Eataly, Levain and Pearl River Mart. New York's Museum of Ice Cream will add a version of its Sprinkle Pool, with ice cream-themed merchandise.
Santaland and the windows
The updated Santaland is described as an immersive, multi-sensory journey to the North Pole. Premium passes are on sale now, and free timeslots can be reserved beginning Nov. 20. Macy's is also working with the Child Mind Institute on sensory-friendly hours, set aside for a lower-stimulation environment.
The holiday windows will feature the Blue Hippopotamus, a character from the Macy's Thanksgiving Day Parade that first appeared in 1931. The displays debut on Nov. 19, a week before the store's centennial parade.
Several brands have opened or are opening shop-in-shops at the store: Coach, Kendra Scott, Kurt Geiger, Michael Kors and Tory Burch in fashion and accessories, and Aesop and Made My Shade by the Beauty Tailor in beauty. New dining options are Frankie's Brooklyn Pizza, Gong Cha and Sunday Morning.
The season's campaign is called "There's Magic Inside". It offers gift recommendations and shopping guides, and includes commercials with actors Melissa Joan Hart and Adam Devine. Macy's chief marketing officer Sharon Otterman said the holiday moments that matter most begin with discovery, whether of a gift, a tradition or time together.
Macy's has been shrinking its store fleet this year and is revamping about half of its remaining 408 stores under its Bold New Chapter strategy. In August it named Maya Dukes senior vice president and executive creative director.
Source: Retail Dive