All photos courtesy of Macy’s, Inc.
The annual Macy’s Flower Show opened last week in Herald Square, transforming the famed department store’s flagship with lush floral art that celebrates America’s gardens. In its 51st year, the event features regional botanicals and large-scale displays designed to highlight the country’s diverse floral landscapes. Running through May 10, this year’s show also includes a partnership with Valentino Beauty, which is presenting an exhibit that transports guests to a reimagined Roman palazzo, complete with immersive fragrance experiences, stunning floral arrangements, and other striking design elements.
For more than five decades, the show has given visitors a chance to see thousands of vibrant flowers bloom together across the store’s iconic window displays, balconies, and main floor.
The show debuted in California in 1946 to promote fragrances in the cosmetics department before moving to Herald Square in 1975, where it quickly became an annual tradition, as 6sqft previously reported.
This year’s theme, “Homegrown,” celebrates America through flowers, fiber, and “timeless handicrafts,” coinciding with the nation’s 250th anniversary. The display features towering planters, stained-glass garden panels, and yarn-wrapped trees designed to reflect the country’s story through craftsmanship, artistry, and multisensory experiences.
Valentino Beauty, this year’s partner, will take over the flagship’s mezzanine with an immersive fragrance installation. Inspired by the brand’s Born in Roma collection, the experience recreates a palazzo centered on chromatic storytelling, where a “floral voyage” unfolds across multiple spaces tied to each scent and color profile.
Each room features curated design details, ranging from “velvet-draped” interiors to garden-inspired environments, creating a blend of nature and scent. Guests will be able to engage with the installation, which includes photo opportunities and other interactive elements.
“Valentino Beauty is thrilled to be partnering with Macy’s for their 2026 Flower Show, a true creative statement from a quintessential retailer,” Claudia Marcocci, global brand president of Valentino Beauty, said.
“Flowers bring beauty to this world, and we embrace this beauty with the contrasting story of Born In Roma: some delicate, some vibrant, some classic, and some modern.”
After the immersive journey, visitors are welcomed into a retail and gifting space designed by artist TABOO!, featuring vibrant, all-over artwork that captures expressions of love.
In celebration of Mother’s Day, the Herald Square store is hosting a series of customer events throughout the show, including storewide beauty and spring fashion activations, live styling demonstrations, beauty master classes, gifts with purchase, and more.
The celebrations continue nationwide on May 9 with “Celebrations Sunday,” when Macy’s will host in-store events across eight locations featuring brunch-themed styling, fragrance consultations, monogramming and engraving, hands-on activities, and brand-led experiences.
Visitors can also shop a limited-edition assortment of Flower Show merchandise, including apparel, tote bags, key chains, magnets, watercolor sets, Frango chocolates, and an exclusive Apotheke candle.
Select prix-fixe Mother’s Day brunch offerings will also be available at Stella 34 at Macy’s Herald Square.
The show has been brought to life in partnership with landscape design studio ManscapersNY, with fresh flowers provided by The Bouqs Co. Additional partners include LEGO Blooms & Beyond, EFFY Fine Jewelry, and Sunglass Hut.
“This year’s ‘Homegrown’ theme celebrates our country’s floral landscapes through an immersive journey across America brought to life with craftsmanship, artistry and multisensory experiences,” Sharon Otterman, chief marketing officer at Macy’s, said.
“From our iconic Herald Square beauty floor in partnership with Valentino Beauty to a new pop‑up at Macy’s State Street, we’re creating moments of surprise and delight that only Macy’s can deliver,” she added.
Last year’s celebration marked the 50th edition of the Macy’s Flower Show. In honor of its semicentennial, the show was extended to three weeks of programming. It featured a partnership with YSL Beauty, which created an immersive experience encouraging guests to embrace freedom and celebrate the transformative power of nature.
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