Destruction of Macy’s 60-year-old ‘shopping bag’ billboard in NYC’s Herald Square gets delayed

The demolition of the iconic Macy’s billboard at Broadway and West 34th Street has been postponed as negotiations continue between the department store and the owner of the billboard, according to sources familiar with the situation.

Originally scheduled for removal over the weekend of June 5, the four-story red-and-white fixture has been a landmark at the location for over 60 years.

Ed Hart, CEO of Kaufman Organization, the building’s owner, confirmed ongoing discussions with Macy’s regarding the future of the billboard. “There are a number of factors at play,” he stated.

While details of the talks have not been disclosed, scaffolding was recently erected around the building, including the Sunglass Hut store located within the retail space.

Macy’s has acknowledged the planned removal of the billboard, citing the need to modernize the space in line with the evolving neighborhood. The company has not commented on the delay in the demolition process.

Permits have been issued by the city’s Buildings Department for the removal of the old billboard and installation of two new signs, with an estimated cost of $1.7 million for Kaufman.

A real estate executive described the situation as a “game of chicken” between Macy’s and Kaufman, with the billboard holding significant importance for the department store.

In 2021, Macy’s filed a lawsuit against Kaufman amid concerns that the billboard space might be leased to Amazon. The retailer argued that an agreement from 1963 prohibits such actions by the building’s owner.

While Kaufman disputed the clause in the agreement, the dispute seems to have been resolved as the iconic shopping bag billboard remained in place for the following years.