Macy's Herald Square celebrates local Super Bowl with pop-up shop, special events
Retail Editor 2 -- Home Textiles Today, January 31, 2014
New York-Macy's flagship location in Herald Square got into the team spirit this week as New York City gears up for this weekend's Super Bowl being played in nearby New Jersey. The 34th street retailer anchored Super Bowl Boulevard, a 13-block stretch of Broadway featuring sponsor displays, activities and plenty of photo opportunities.
In conjunction with the festivities, the retailer opened a 36,000 square-foot NFL pop-up shop on the fourth floor featuring all things football, including jerseys, hats and fleece throw blankets emblazoned with the Super Bowl logo. The shop also features a custom area to personalize apparel and accessories along with AFC and NFC zones featuring the caps, tees, hoodies, jerseys, and jackets from the championship and all 32 teams. A special autograph area was also set up for daily player appearances.
The famous façade of Macy's also got into the spirit and was transformed into an outdoor theatre for nightly video presentations of light, sound and action capturing the spirit of the game. The 10-minute special-effects display premiered on Jan. 29 and runs through Feb.1. Despite frigid temperatures, the nine nightly shows have captivated throngs of visitors.
Martine Reardon, chief marketing officer for Macy's noted, "We are extremely excited to create a unique retail environment within our iconic store that salutes the game, the host cities and, most importantly, the fans."
The pop-up shop will remain open through Feb. 4.
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