Macy’s Herald Square is known for bringing holiday magic to New York City in December. And now they’ve turned their sights to Halloween. Grandin Road has accepted a challenge to create a Halloween concept store on the main level of the world’s largest department store for 2016, complete with magical, mysterious accessories and enchantingly elegant décor. The store is designed to inspire, spook, and entertain Macy’s visitors throughout the months of September and October.
The 1,400 square foot pop-up is Macy’s first Halloween concept shop, immediately greeting customers as they enter the department store’s 7th Avenue entrance. The complete Halloween at Macy’s Herald Square experience includes two retail windows, visible from the sidewalk, and continues inside with four sophisticated, shopable vignettes: “Frightfully Fun,” “Bewitching,” “Halloween Glam” and “Macabre and Mystical.” The invitation to customers (with a wink) is ‘Enter if you dare!’
“To us, and millions of Americans, Halloween is not just a holiday—it’s a lifestyle,” said Jennifer Reeves, senior vice president of brand marketing at Grandin Road. “Our concept will bring the holiday to life with a witch’s brew of sight, sound, movement, and lighting effects. It will be a sophisticated and fashion-forward display that—for the first time—gives customers the opportunity to see, hear, and touch our one-of-a-kind, Grandin Road Halloween décor.”
Grandin Road customers have long campaigned across social media platforms for a store experience and executives see this as one way to answer the call. Halloween at Macy’s Herald Square features over 250 unique designs and includes Grandin Road favorites like their Chrome Skeleton and Designer Pumpkins, in addition to other exclusive items available for purchase only at Macy’s Herald Square.
“Our goal is to create a space that makes consumers feel like they’re walking into a haunted house and, at the same time, inspires and enables them to recreate those same, or similar, scenes in their own home,” said Lauren Sullivan, marketing director at Grandin Road. “We love to celebrate, and Halloween gives us another opportunity to deliver decorations and unexpected twists for throwing that wickedly wonderful party or being the spookiest house on the block.”
The store will be open to the public from September 1 through October 31, inspiring consumers to create their own personalized Halloween tableaus, with styles ranging from elegant to fresh, chic to ghoulish, fun to downright chilling.