Macy's Reimagines Santaland and Revives Holiday Square at Herald Square

Macy's Herald Square will open a 50,000-square-foot Holiday Square on Oct. 31, filling the flagship's lower level with more than 35 food and gift vendors as part of its biggest holiday push in years, the retailer announced Thursday in a news release.

The shopping experience returns for a third year and features local businesses including Eataly, Levain and Pearl River Mart. Macy's is pairing it with a fully reimagined Santaland and a new marketing campaign, "There's Magic Inside."

What's new at Santaland?

The updated Santaland promises "an immersive, multi-sensory journey to the North Pole," per the release. Customers can buy premium passes now or reserve free timeslots beginning Nov. 20.

Macy's is also partnering with the Child Mind Institute to offer sensory-friendly hours, with dedicated times for a lower-stimulation environment — a nod to families whose children need a calmer visit with Santa.

The takeaway: Macy's is treating Santaland less as a photo line and more as a paid-and-free experiential product with inclusive options.

Who fronts the campaign?

The "There's Magic Inside" campaign features gift recommendations, shopping guides and a series of commercials starring actors Melissa Joan Hart and Adam Devine.

"At Macy's, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people you love," Sharon Otterman, Macy's chief marketing officer, said in a statement. "That's the spirit behind ['There's Magic Inside']. This season, customers will experience that magic throughout Herald Square, from a fully reimagined Santaland and our iconic holiday windows to Holiday Square, new beauty experiences, exciting brands and festive food destinations."

The campaign gives Macy's a single creative thread connecting its windows, Santaland and vendor floor.

What's inside the store?

The Herald Square flagship will feature new and recently opened shop-in-shops from:

• Fashion and accessories brands Coach, Kendra Scott, Kurt Geiger, Michael Kors and Tory Burch
• Beauty brands Aesop and Made My Shade by the Beauty Tailor, a custom lip color brand
• New dining options Frankie's Brooklyn Pizza, Gong Cha and Sunday Morning

New York's Museum of Ice Cream will also bring a version of its Sprinkle Pool to Holiday Square, selling ice cream-themed merchandise and offering visitors an Instagrammable moment — free user-generated content in a retail space.

What about the holiday windows?

Macy's has set the theme for its famous holiday windows: the Blue Hippopotamus, a character introduced to the Macy's Thanksgiving Day Parade in 1931.

The window displays debut Nov. 19, one week before the store's centennial parade. That timing turns the windows into a countdown device for the 100th parade anniversary.

Why is Macy's going all-in?

The retailer is celebrating milestone anniversaries and recent revenue growth across its portfolio, per the release.

At the same time, Macy's has been downsizing its fleet this year and revamping about half of its 408 remaining stores under its Bold New Chapter strategy. That plan included tapping Maya Dukes as senior vice president and executive creative director in August.

So the holiday blitz at Herald Square doubles as a proof point: fewer stores, but each one working harder as an experience destination.