Macy's iconic Herald Square billboard removed, exposing hidden historic storefront

Over the weekend, the red-and-white Macy’s shopping-bag billboard that has dominated Herald Square for sixty years was stripped away, exposing the historic “holdout” building hidden behind it for more than a century. The structure exists because a rival retailer bought the parcel in the early 1900s to prevent Macy’s from owning the entire block, forcing the department store to construct its flagship around the smaller edifice.

Dan Biederman, president of the 34th Street Partnership, explained that the sign’s removal stems from an impasse between the building’s owner and the billboard’s leaseholder. The Department of Buildings has approved permits for two modern LED signs, though what will be advertised is still unknown. Macy’s issued a statement indicating the old sign is being replaced as part of a “refreshed and dynamic” branding effort that respects the store’s legacy. Public reaction on social media mixes nostalgia for the classic sign with calls to preserve the uncovered historic façade.