NEW YORK — The massive Macy’s sign shaped like a red shopping bag, white tissue paper poking out above the handles, has come down from the flagship Herald Square store in New York City after over 30 years, revealing a long-hidden building, stirring nostalgia and sparking curiosity about what will replace it.<\/p>\n
The sign concealed a smaller building that was a holdout on the corner of West 34th Street and Broadway when Macy’s was built in the early 1900s.<\/p>\n
There has been a massive sign there since at least the 1950s based on an examination of Getty photos, with wording including “This is Macy’s.” As recently as 1992, there was a white sign with red outlines declaring it “The World’s Largest Store.” By 1994, an early iteration of the beloved red bag was there, based on a survey of archival photos.<\/p>\n
People got used to the giant bag, and some were stunned by how strange the corner looks, devoid of the festive bag.<\/p>\n
Dan Biederman, president of the 34th Street Partnership, says the sign came down because of what seems to be a real estate impasse.<\/p>\n
“One firm owns the building and the other wants to keep an advertising sign up on it. They have to make an agreement and evidently that didn’t happen,” Biederman said. “We don’t know the details of either side and we love both sides so we’re hoping that something good comes out of this.”<\/p>\n
Macy’s, in a statement, hinted at its future branding efforts in Herald Square, but did not say what would replace the sign.<\/p>\n
“For generations, the iconic sign at Macy’s Herald Square has been a recognizable part of the 34th St. experience and a symbol of our deep roots in New York City. As the neighborhood continues to evolve, the current sign – while beloved – is outdated and is being removed as part of broader updates by the billboard owner to modernize the space.<\/p>\n
Soon, Macy’s will announce refreshed and dynamic branding for Macy’s Herald Square that honors our heritage while reflecting the future of our flagship.”<\/p>\n
The succession of signs on that iconic corner has long concealed a separate building, a holdout that did not do business with Macy’s when the department store was being built. It was initially only a single floor. Macy’s would eventually lease the space for its big billboards.<\/p>\n
“It was a downtown retailer who was competitive with Macy’s who learned they were seeking to control this whole block. He raced in and bought this little building to prevent them from having domination,” Biederman said, telling part of a complex story involving the corner.<\/p>\n
Meanwhile, people on the street are just fascinated by the strangely naked corner.<\/p>\n
“We do love a little bit of marketing. This? Not so much,” said one pedestrian.<\/p>\n
Another passerby was baffled by how empty the corner now looks.<\/p>\n
“It was always a landmark for me and now I’m, ‘Where am I? It’s nuts!”<\/p>\n
As for what succeeds the shopping bag, the cat is not yet out of the bag.<\/p>\n
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