Macy's is transforming Herald Square for the holidays — here's everything that's new

Alabama Life & CultureMacy’s is introducing sensory-friendly Santaland hours this year in a thoughtful new move for familiesMacy's Herald Square gets major holiday makeover with new shops and dining.(AP Photo/Bebeto Matthews)By EmilyAnn Jackman | ejackman@pennlive.comAdvance Local Express DeskThe beginning of the holidays are next month and Macy’s is gearing up for one of the busiest times of the year. Macy’s is overhauling tens of thousands of square feet at its Herald Square flagship in New York City for the holiday season, adding new retail shops, food and beverage options, and a reimagined Santaland experience.New shops now open at the store include Aesop, Coach, Kendra Scott, Kurt Geiger, Michael Kors, Tory Burch and Made My Shade by the Beauty Tailor, a beauty brand. On the dining side, Frankie’s Brooklyn Pizza, Gong Cha, Museum of Ice Cream and Sunday Morning have joined the flagship.Macy’s Holiday Square returns to the lower level Oct. 31 for its third year, expanding to more than 50,000 square feet and featuring more than 35 vendors. The marketplace includes local artisans, makers and vendors such as such as Eataly, Levain and Pearl River Mart, WWD reported. The reimagined Santaland simulates a journey on the North Star Express to the North Pole and offers extended time with Santa, expedited entry options and gifts. Reservations open Nov. 20. This year, Santaland will also introduce sensory-friendly hours developed in partnership with the Child Mind Institute, providing a lower-stimulation environment for visitors.“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 who matter most,” Sharon Otterman, Macy’s chief marketing officer, said in a release. Macy’s holiday campaign, themed “There’s Magic Inside,” features actors Melissa Joan Hart as a Macy’s “gift guide” and Adam Devine as a gift-seeking customer, according to the release. Macy’s also celebrates the 100th anniversary of its Thanksgiving Day Parade this year and is expanding its Mission Every One charitable initiative, which supports Ronald McDonald House, Blue Star Families, and Foster Love.Generative AI was used to draft this story, based on data provided by WWD. It was reviewed and edited by Advance Local.EmilyAnn Jackman is a trending reporter for Advance Local Media. She handles the top trending topics on social media, as well as breaking stories in food news, pop culture and entertainment news that goes viral...This article was produced with assistance from AI tools and reviewed by AL.com staff.