Macy's Flower Show returns to Herald Square

Macy’s Flower Show opened Thursday, April 23, at the retailer’s Herald Square flagship, turning the Manhattan store’s main floor into a free floral installation that runs through May 10. (macysinc.com) This year’s theme is “Homegrown,” and Macy’s says the 51st edition is built around “America’s gardens” with floral art, regional botanicals and visual storytelling. The show is centered at Macy’s Herald Square at 151 West 34th Street. (macysinc.com) (macys.com) Macy’s says visitors will see towering planters, stained-glass-style garden panels, yarn-wrapped trees, bird-nest-inspired towers and decorated store windows. A Valentino Beauty installation on the mezzanine adds a fragrance-themed walkthrough tied to the brand’s Born in Roma line. (macys.com) (macysinc.com) The show arrives as Macy’s leans harder on in-store events to draw traffic beyond routine shopping trips. In the company’s announcement, chief marketing officer Sharon Otterman said the Flower Show is one of the “cornerstone events” in Macy’s year-round “Celebrations Start at Macy’s” campaign. (macysinc.com) It also lands during the run-up to Mother’s Day, a key spring retail period. Macy’s says the Herald Square program will include beauty events, fashion styling, demonstrations and gifts-with-purchase, with a broader in-store push planned for Saturday, May 9. (macysinc.com) For New York visitors, the draw is partly access: the installation is free and sits inside one of the city’s busiest retail landmarks rather than behind a ticketed garden gate. Time Out New York described the 2026 edition as a “petal-packed tribute” spread across the Herald Square store. (timeout.com) (macys.com) Macy’s is also expanding the event beyond New York this year. The company said a new pop-up Flower Show installation opened at Macy’s State Street in Chicago on April 16 and will run through May 10. (macysinc.com) At Herald Square, the flower show is open during store hours, with Macy’s listing the flagship separately from the event page and directing visitors to regular store access. As of Thursday, the Herald Square store page showed the location open daily, with hours varying by day. (macys.com 1) (macys.com 2) For now, that means the annual spring display is back where Macy’s built it into a New York ritual: inside Herald Square, between the cosmetics counters, escalators and crowds. (macysinc.com)