The renowned Macy’s “shopping bag” billboard, a staple of Herald Square’s skyline for over six decades, is set to be dismantled and taken down this weekend, according to information obtained by The Post.
This towering red-and-white advertisement, nestled into the corner of the flagship store at Broadway and West 34th Street, rises above a 2,200-square-foot retail area owned by Kaufman Realty. This space has long been occupied by a Sunglass Hut store under lease agreements.
Discussions regarding the future of this prime advertising spot have been ongoing between Macy’s and Kaufman Realty, as shared by a source familiar with the talks. Although details remain under wraps, it has been indicated that the space will undergo a “modernization,” suggesting a possible transformation or upgrade of the billboard.
This change aligns with a trend observed in the advertising landscape, where vibrant, LED-lit billboards, akin to those dominating Times Square, are attracting higher advertising revenues, as noted by real estate experts.
While Macy’s has confirmed the billboard’s removal slated for this weekend, they have refrained from commenting on what might take its place or whether they will attempt to retain the advertising space moving forward.
“As the neighborhood continues to evolve, the current sign – while beloved – is outdated and will be removed as part of broader updates by the billboard owner to modernize the space,” Macy’s said in a statement to The Post.
The company also said it will “soon announce refreshed and dynamic branding for Macy’s Herald Square that honors our heritage while reflecting the future of our flagship.”
Kaufman’s chief executive Edward Hart told The Post he was out of town on Friday and declined to comment.
Macy’s sued Kaufman in 2021 over the billboard, alleging that the real estate firm was planning to lease the space to online retail rival Amazon after the Macy’s lease expired.
“To the naked eye, the Billboard is on Macy’s department store and in its own right iconic,” according to Macy’s complaint.
Macy’s argued that an agreement it signed with the building’s owner in 1963 prevents the landlord from leasing the billboard to a competitor of Macy’s – a prohibition that lasts “forever,” according to the lawsuit.
Kaufman allegedly disagreed with Macy’s interpretation of the agreement, according to the lawsuit.
The real estate firm’s lawyer allegedly said that Kaufman has “the right to license the sign space to any off-site advertisers” and will “proceed with alternative advertisers,” according to Macy’s complaint.
The companies appear to have settled that lawsuit.