Each spring, Macy’s transforms its flagship Herald Square store into immersive floral wonderland. From large-scale environmental graphics and in-store signage to digital assets and wayfinding, the show identity blends vibrant color palettes, dynamic photography, and illustrative elements to evoke a sense of wonder and seasonal renewal. The result is a cohesive and celebratory experience that welcomes millions of visitors and reinforced Macy’s role as a cultural destination.