SIGNING OFF: Macy’s Herald Square’s iconic — and giant — red sign depicting a shopping bag stuffed with wrapping paper has been pulled down.
The sign, on the southeast side of the flagship, heralded Macy’s as “The World’s Largest Store,” for decades and featured a white Macy’s star, the department store’s familiar symbol. The sign was a New York City fixture and impossible to miss.
It was perched atop on a separate building that is connected to the Macy’s store, which predates the flagship that opened in 1902. That sliver of a building is not owned by Macy’s and is occupied by Sunglass Hut. For years, it has been a thorn in the side of Macy’s, which has at times unsuccessfully sought to purchase the building.
Macy’s does own its flagship property, comprised of a few buildings between Broadway and Seventh Avenue and 34th and 35th Streets.
“For generations, the iconic sign at Macy’s Herald Square has been a recognizable part of the 34th Street experience and a symbol of our deep roots in New York City,” Macy’s said in a statement Wednesday. “As the neighborhood continues to evolve, the current sign — while beloved — is outdated and is being removed as part of broader updates by the billboard owner to modernize the space.
“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,” Macy’s added.
A few years ago Macy’s sued Kaufman Realty, owner of the corner building, to prevent Amazon from putting up a sign on the site. Macy’s successfully argued that its contract prohibited competitors from advertising there.
