Macy’s annual Flower Show brings sights and scents of spring to Herald Square

March 25, 2024

Photo credit: Macy’s, Inc.

It may still feel like winter in most of New York City, but in Herald Square, spring has sprung. Macy’s on Sunday unveiled its 49th annual Flower Show, filling its flagship store in Midtown with thousands of unique living plants and flowers. This year’s show features Christian Dior Parfums with an installation and pop-up boutique exploring the history of the iconic Miss Dior fragrance.

Macy’s first debuted the flower show in California in 1946 to promote fragrance in the cosmetics department. The show later came to Herald Square in 1975 and has been a beloved annual event in New York City ever since.

Taking over the store’s main floor, balcony, and windows facing Broadway, the show features thousands of flowers, plants, and trees from various climates and landscapes, providing a rare opportunity to see them bloom together.

This year’s show includes the installation “Miss Dior: From Flower to Fragrance,” taking guests through the story behind the perfume. As part of the journey, guests start in a field of roses, inspired by the gardens of “Monsieur Dior’s Chateau La Colle Noire and the Grasse rose fields,” according to a press release, followed by the Miss Dior Gallery. At the end of the installation, there’s a pop-up boutique on the Upper Mezzanine with Dior fragrances, skincare, and other collections for purchase.

“The Macy’s Flower Show places the colors, scents, and sights of spring centerstage, transporting guests to an immersive and vibrant floral experience,” Will Coss, executive producer of the event, said. “As we celebrate the start of the spring season, thousands of unique flowers, plants, and trees will bloom throughout the store in unison.”

“This year, we are proud to work with Christian Dior Parfums to create an exclusive exhibition within our springtime oasis that will engage senses for customers to re-discover the iconic fragrance, Miss Dior.”

The store has been transformed with aisles of vibrant color, a tunnel of florals, a watering can sculpture, and blooming strawberries. Macy’s is also offering a special collection complementing the flower show that can be purchased in-store at Macy’s Herald Square or online.

The free experience will run through Sunday, April 7 during the store’s public hours. No tickets are required. Learn more here.


Photo credit: Macy's, Inc.

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