Holiday Makeover: Macy’s is transforming tens of thousands of square feet of selling space at its Herald Square flagship with new fashion and beauty shops, food and beverage offerings, and a reimagined Santaland, to further its reputation as a destination for holiday gifts.
Aesop, Coach, Kendra Scott, Kurt Geiger, Michael Kors, Tory Burch and Made My Shade by the Beauty Tailor have open shops, as well as Frankie’s Brooklyn Pizza, Gong Cha, Museum of Ice Cream, and Sunday Morning on the food and beverage side.
In addition, Macy’s Holiday Square format returns to the flagship Oct. 31 for its third year with an expanded footprint, occupying over 50,000 square feet of the lower level with more than 35 vendors, including local artisans, makers, and specialty food businesses including Eataly, Levain and Pearl River Mart.
“At Macy’s, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people who matter most,” Sharon Otterman, Macy’s chief marketing officer, said in a statement.
Macy’s holiday campaign, themed “There’s Magic Inside,” stars actors Melissa Joan Hart as a Macy’s “gift guide” and Adam Devine as a customer searching for gifts.
Macy’s Herald Square reimagined Santaland simulates a journey on the North Star Express to the North Pole, and offers extended time with Santa, expedited entries, and gifts. Reservations start Nov. 20. Santaland will introduce sensory-friendly hours, developed with the Child Mind Institute, offering times with a lower-stimulation environment. This year, Macy’s stages its 100th Thanksgiving Day Parade, and also steps up its Mission Every One charitable initiative supporting Ronald McDonald House, Blue Star Families and Foster Love.