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Macy’s Flower Show is an annual event held at Macy’s Herald Square in New York City. The two-week exhibition offers the opportunity to enjoy live flowers, plants, and trees from around the world blooming in unison. The florals take root on the store’s main floor, balcony, and Broadway windows in specially designed architecture, including bridges, columns, and topiaries. The event is free to the public during store hours and traditionally begins the Sunday that follows the first day of spring; themed in-store events such as guided tours, celebrity appearances, and floral, food, and fashion demonstrations are held during its run.

History[]

The first Macy’s Flower Show was held in 1946 at Macy’s Union Square in San Francisco, California, as a fragrance promotion in the cosmetics department.[1] Created by Macy’s president Robert K. Straus, the event sought to bring life and color to the store after the long, gray winter months.[2] In contrast to the theatrical set pieces used in modern Flower Shows, the first event featured simple displays of orchids and potted plants.[3]

In the coming years, Union Square expanded the show into other parts of the store and introduced themed gardens that often focused on a particular country, planting the seed for the large-scale themes of modern-day Flower Shows.[1]

Macy’s Herald Square in New York City began its own Flower Show in 1975,[4] staging it concurrently with its San Francisco predecessor. Shoppers entered the store’s Broadway entrance through 14-foot tall mock estate gates, walking into an English country-style garden—this theme remained relatively unchanged for over two decades.[1]

In 2002, the Flower Show began to focus on high-concept, theatrical themes with Art of the Flower, which featured gardens that envisioned famous artworks beyond their borders. The Boquet of the Day—a rotating series of floral displays in the store’s main aisle designed by a floral or entertainment expert—was also introduced this year.[1]

When Macy’s merged with the parent company of several regional department stores in the 2000s, it was decided to continue those stores’ ongoing or historical floral exhibitions under the Macy’s Flower Show nameplate.[3] Locations included were Macy’s State Street in Chicago (formerly Marshall Field’s) and Macy’s Downtown Minneapolis (formerly Dayton’s) in 2007,[5] followed by Macy’s Center City in Philadelphia (formerly Wanamaker’s) in 2009.[6]

In 2012 and 2013, ongoing renovations to Macy’s Herald Square caused the Flower Show to be held in a 150-foot by 33-foot outdoor tent on Broadway between 34th and 35th Streets.[7][8]

The Flower Show staged at Macy’s Downtown Minneapolis ceased after 2016, as the real estate was sold to a New York developer with intentions of converting it into office and retail space.[9] Philadelphia’s show was also discontinued that year, presumably due to financial issues.

In 2020, the planned Voyage to Oceanum shows in New York, Chicago, and San Franciso were cancelled due to the COVID-19 pandemic. The organic materials and plants intended for the show were donated to local non-profit organizations and companies;[10] Macy’s later announced that the Flower Shows in Chicago and San Francisco would no longer be staged.[11] Though the Voyage to Oceanum theme was planned for the New York show’s return in 2021,[10] a new theme—A Floral Celebration of Fortitude—was chosen and consequently delayed the show by two months, beginning May 2 and running through May 16.[12]

The Flower Show returned to its usual timeframe in 2022. DIOR became a partner that same year and continues to be an integral part of the show, presenting exclusive fragrances in multi-sensory experiences.

Production[]

2024-Installation

Crew members assemble a display for the 2024 Flower Show.

Planning and executing the Flower Show takes approximately 2,000 hours of work over ten months. The first meetings in July discuss the theme and ideas for new elements.[13] Designs for the gardens are later conceptualized by the design team at Macy’s Studios throughout fall and winter before the structural elements are built by the production team early in the year. The florals, totalling over 16,000,[13] originate from several growers in New York State and are transported to greenhouses in Long Island for final preparations.[14] Nurseries for the Flower Show have included Earth Gardens (2017-present), Ireland Gannon Associates Inc. (2006-2016), and Matterhorn Nursery (2002-2005).

Installation of the set pieces and flowers occurs overnight during store close and takes a week and a half to complete. The installation team consists of 50 florists from Earth Gardens and Macy’s Studios employees.[15]

Poster Gallery[]

Not pictured: 2002 (Art of the Flower), 2003 (Water. Color.), 2005 (Gardens of Fantasy), 2006 (It's All the Buzz), 2007 (Flora Exotica)

References[]

See also[]

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