Macy’s is back with its annual Flower Show.
For the second year in a row, Macy’s is partnering with Dior to create a free immersive floral experience at the Herald Square flagship location in New York City. This year’s event, the retailer’s 49th iteration, focuses on “spring delights,” according to Will Coss, executive producer of Macy’s Flower Show.
“Our goal from a color palette standpoint, from a floral standpoint, from all the iconography that you’ll see…was to create a delightful immersive floral experience,” he said. “We created a completely different architectural structure that’ll go from our entrance moment all the way down our center aisles and our left and right aisles, bringing all the flowers right down to the customer.”
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Along with thousands of live-cut florals, this year’s curation will highlight strawberries, the first fruit of spring, as well as some insects.
“It’s synonymous in terms of our hero iconic red,” Coss said, adding that this year’s exclusive Flower Show merch, which will be available in a pop-up at the store and online, will also feature strawberries.
In addition to the flowers on the main level, there will be a merchandise pop-up, interactive moments, more floral arrangements, photo opportunities and a Dior experience on the mezzanine level. While many of Dior’s fragrances feature florals, this year’s event will highlight Miss Dior in particular, and guests will be able to learn more about the fragrance‘s origin story and its notes.
“We’ve worked closely with [Dior] to better understand their ingredient story, the processes of creating the fragrances and then worked hard to bring that to life for the consumer,” said Julie Walsh, senior vice president, general business manager of center core and beauty at Macy’s.
This is an opportunity for Macy’s to highlight floral fragrances.
“Floral fragrances are our customer’s favorite,” Walsh said. “They’re our bestselling fragrances within our wider assortment that we have at Macy’s and this is a way to engage in that a little bit more.”
In addition to florals, Walsh said customers are gravitating toward “elevated, prestige offerings” and new, buzzy launches. Concurrently, newness from Valentino, Carolina Herrera and Saint Laurent has recently seen growth, according to Walsh.
The Macy’s Flower Show, which is open to the public, will run from March 24 through April 7.
