In a city where it has stood for over 60 years, the iconic Macy’s “Shopping Bag” giant billboard ad in Herald Square, Manhattan, is now undergoing dismantling. Sitting prominently at the corner of West 34th Street, this billboard, often mistaken as the official sign of the department store Macy’s due to its classic red shopping bag design, is actually owned by real estate company Kaufman Organization, with Macy’s leasing the advertising space long-term.
Originally scheduled for removal at the beginning of June, the dismantling of this iconic shopping bag billboard was delayed as Macy’s and property owner Kaufman continued negotiations.
According to permits issued by the New York City Department of Buildings, the owner has obtained permission to remove the old billboard and install two new advertising billboards, with an estimated cost of approximately $1.7 million for the overall project. The owner stated that the new facilities will adopt a more modern outdoor advertising format to enhance advertising effectiveness and commercial value.
The construction is currently in the dismantling stage. Recent on-site images show that the billboard that has been a part of New York City streets for over 60 years has been almost entirely removed, with the once prominent red shopping bag design completely disappeared, leaving only construction scaffolding, protective nets, and bare building walls visible. As this classic landmark gradually fades away, it signifies the end of over 60 years of street scene memory in the 34th Street stretch of Manhattan.
In fact, Macy’s and Kaufman have previously been embroiled in legal disputes over this billboard. In 2021, Macy’s filed a lawsuit claiming that the owner intended to lease the advertising space to competitor Amazon, which could potentially impact the flagship store’s brand image and existing interests.
The owner has not yet disclosed the complete design of the new advertising facilities or clarified whether Macy’s will continue to lease and use them in the future. However, as this historic “Shopping Bag” billboard is slowly being dismantled, the well-known landmark that has accompanied New York City streets for 60 years will embrace the next generation with a new look.