by Macy’s annual flower show is back and larger than ever.
In order to celebrate their 50th anniversary, the Macy’s Flower Show with its largest and longest event for the Herald Square, brand collaborations, products in Limited Edition, the sales event of the Bouquet of Deals and a partnership with YSL Beauty will be. The event, which lasted historically for two weeks, will last three weeks this year from April 27 to May 18.
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“We have about a million people who go through the flower show. We just felt so much demand,” said Sharon Otterman, Chief Marketing Officer from Macy.
This year’s topic is “Surrealist Garden”, which is reflected in oversized flowers and hydrangeas for clouds. In order to create the show, the retailer worked with Manscapersny for landscaping and Bouqs Co. for the fresh flowers.
While Macy usually organizes the show a little earlier this year on the first day of spring, the Flower Show team, which also coordinates the parade for Thanksgiving Day and the fireworks on July 4, decided to put it back easily to collapse with Mother’s Day.
“We deliberately moved it this year so that we can really help our customers to give away Mother’s Day,” said Otterman.
“In addition, it is larger [it’s immersive]. There are not only things to see, there are things to do. There are 8,000 plants and 45,000 stems. We actually have 45 different types of flower, “said Otterman.” It will be fun because we will refresh the flowers. It is an entertaining challenge to do this. “
This year, the retailer, known as a scent destination, worked with YSL Beauty for the event.
“We have the same ambition in mind. We both want to be part of the culture,” said Otterman. “The [has been] A tradition for New York and YSL is also in cultural business. So much of your fragrance and your brand comes from the floral. They appreciate flowers. They appreciate the meaning. “
The US General Manager from YSL Beauty, Juliette Ferret [and]… the flower show is more than a retail. It is a cultural moment. “
On the Macy’s Herald Square, guests go through an immersive experience entitled “YSL Beauty: Art of Flowers”, which highlights three of the characteristic scents of the brand, including the new, non -alcoholic L’Aau Nue, Libre and MySlf. The notes of everyone are imitated by the theme flower ads.
“This experience enables us to bring our fragrances in a very daring, artistic, visual statement about life,” said Ferret. “It’s not just about visibility, it’s also about liveliness, i.e. to be present to make them [the guest] Feel and live our scents. “
In addition to the partnership with YSL, Macy’s will be in a limited task that introduce the goods in terms of home, sleep and jewelry as well as several other cooperation for the event. With LEGO, the retailer presents installations and offers customers the opportunity to build their own bouquets from Lego Bricks on selected days. There will be collaborative products with brands such as Kendra Scott, Mariebelle and Lovery. In the pop -up, guests can also test YSL beauty products, including the latest love sheath that clumsy, the lip oil gloss, a bouquet is preserved and fragrance bottles are engraved.
After the flower show was pushed back later this year, the team is confident that it coincides with a little spring sunshine, which, thanks to a rush of bleak days in New York City, seems to be too late.
“I keep saying that April showers will bring May Flowers,” joked Otterman.
Maybe some Macy’s flowers.
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