Macy's Reimagines Santaland and Expands Holiday Square at Herald Square

Macy's will open a 50,000-square-foot Holiday Square at its Herald Square flagship on Oct. 31, filling the store's lower level with more than 35 food and gift vendors as the retailer stages its largest holiday push in years.

The company disclosed the plans in a Thursday news release. The promotion package includes a fully reimagined Santaland, refreshed shop-in-shops, new dining options and a marketing campaign built around two named actors.

Holiday Square returns for a third year and will feature local businesses including Eataly, Levain and Pearl River Mart. New York's Museum of Ice Cream will install a version of its Sprinkle Pool inside the space, selling ice cream-themed merchandise alongside the photo opportunity.

What does the new campaign look like?

The retailer named the campaign "There's Magic Inside." It carries gift recommendations, shopping guides and a series of commercials featuring actors Melissa Joan Hart and Adam Devine.

"At Macy's, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people who matter most," Sharon Otterman, Macy's chief marketing officer, said in a statement. "That's the spirit behind [the 'There's Magic Inside' campaign]. This season, customers will experience that magic throughout Herald Square, from a fully reimagined Santaland and our iconic holiday windows to Holiday Square, new beauty experiences, exciting brands and festive food destinations."

How has Santaland changed?

The updated attraction promises what the release calls "an immersive, multi-sensory journey to the North Pole." Customers can buy premium passes now or reserve free timeslots beginning Nov. 20. Macy's is also partnering with the Child Mind Institute to run sensory-friendly hours, with dedicated times that offer a lower-stimulation environment.

The holiday windows get a theme drawn from the company's own archive: the Blue Hippopotamus, a Macy's Thanksgiving Day Parade character introduced in 1931. The window displays debut on Nov. 19, one week before the store's centennial parade.

Which brands and vendors are new?

The flagship will carry new and recently opened shop-in-shops from several fashion and beauty names:

• Fashion and accessories: Coach, Kendra Scott, Kurt Geiger, Michael Kors and Tory Burch
• Beauty: Aesop and custom lip color brand Made My Shade by the Beauty Tailor
• Dining: Frankie's Brooklyn Pizza, Gong Cha and Sunday Morning

The lineup gives shoppers a reason to move through multiple floors of the store, pairing the lower-level vendor market with beauty and accessories floors above.

Why is Macy's spending now?

The retailer is marking milestone anniversaries and recent revenue growth across its portfolio. The holiday investment arrives as the company downsizes its fleet and revamps about half of its 408 remaining stores under its Bold New Chapter strategy. In August, Macy's tapped Maya Dukes as senior vice president and executive creative director as part of that plan.

Herald Square now functions as the template for that strategy: if the reimagined Santaland, Holiday Square and expanded shop-in-shops convert foot traffic into sales this season, expect the formula to shape the revamps across the remaining stores.