The familiar landmark that greeted millions of shoppers for decades has come down, exposing a building many New Yorkers never knew existed.
NEW YORK, NY — One of Midtown Manhattan’s most recognizable retail landmarks has disappeared after more than three decades, leaving a dramatically different view at the corner of West 34th Street and Broadway.
The oversized Macy’s billboard designed to resemble the department store’s signature red shopping bag has been removed from the exterior of the Herald Square flagship, unveiling a long-hidden building that had been concealed behind large advertising displays for generations.
The corner has featured prominent signage since at least the 1950s, according to historical photographs. Before the shopping bag design appeared in the early 1990s, the location displayed other Macy’s advertisements, including signage promoting the flagship as the “World’s Largest Store.”
The newly exposed structure has its own place in New York City history. The building remained a separate property when Macy’s assembled the block for construction of its flagship store in the early 1900s. Over the years, Macy’s leased the building’s exterior to display its iconic billboards.
According to Dan Biederman, president of the 34th Street Partnership, the billboard’s removal appears to stem from an agreement that was not reached between the building owner and the party seeking to continue displaying advertising at the site.
Macy’s said the longtime sign was removed as part of modernization efforts by the billboard owner and indicated new branding is planned for its Herald Square flagship.
The retailer said updated displays will honor the store’s history while reflecting the future of the landmark location, although it did not announce when the replacement will be unveiled or what it will look like.
For now, visitors walking through Herald Square are seeing a corner many have never experienced before—one without the towering red shopping bag that became part of New York City’s streetscape for more than 30 years.
Key Points
- The iconic Macy’s red shopping bag billboard has been removed from Herald Square after more than 30 years.
- Its removal revealed a long-hidden building at the corner of West 34th Street and Broadway.
- Macy’s says new branding for its flagship store is planned, but no replacement has been announced.
