Macy’s Herald Square

To launch their new Give Love campaign, Macy’s reimagined their former Believe display with a fresh Broadway facade installation. Inspired by the flowing scripts and swirls of past years, the new design expanded across the building, featuring illuminated reindeer traveling along a magical swirl path that carried forward Macy’s holiday legacy in a renewed way.

In preparation for the iconic Thanksgiving Day Parade, Macy’s also expanded its holiday program along 34th Street. The famous “TV stop” song-and-dance performance space was enhanced with an expansive backdrop of illuminated wreaths and garland, adorned with oversized bows and ornaments in Macy’s signature red. This installation amplified the parade setting while reinforcing Macy’s brand identity through festive, large-scale design.