Macy’s Studios Opens New Exhibition Space at Herald Square

Macy's Studios Opens New Exhibition Space at Herald Square

Macy's brings people together through year-round storytelling at Herald Square, beginning with

Titanic: The Exhibition - The New York Story in February 2027 - story connected to

Macy's through Isidor and Ida Straus

Join the Waitlist for Early Access to Tickets

NEW YORK - October 28, 2026 - Macy's Studios today announced a new exhibition space at Macy's Herald Square, giving customers another reason to explore and discover all the iconic flagship has to offer throughout the year. Building on beloved experiences such as Macy's Thanksgiving Day Parade®, holiday windows and in-store events, the space will feature immersive exhibitions, creative partnerships and rotating cultural programming designed to bring people together and create shared memories.

The first exhibit in the new Macy's Herald Square space will be the world premiere of Titanic: The Exhibition - The New York Story, presented in partnership with Imagine and opening in February 2027. This inaugural exhibition holds special significance for Macy's: former co-owner Isidor Straus and his wife, Ida, were passengers who lost their lives aboard Titanic, and their enduring story of devotion links the exhibition to both Macy's heritage and New York City.

"At Macy's, we bring people together - from the excitement of Macy's Parade to the wonder of our holiday windows and a visit with Santa," said Sharon Otterman, chief marketing officer, Macy's. "Our new exhibition space brings that spirit to Macy's Herald Square year-round, giving customers something new to discover and experience together. Opening with Titanic: The Exhibition - The New York Story is especially meaningful because of Isidor and Ida Straus and their enduring place in Macy's heritage. We're excited to share their story as we continue to evolve how Macy's sparks discovery, inspires connection and creates memories that last a lifetime."

More Ways to Discover. More Reasons to Visit Macy's.

The exhibition space extends Macy's Herald Square's role as a gathering place beyond its signature seasonal celebrations, offering New Yorkers and visitors an evolving lineup of cultural experiences at the iconic flagship.

Following the holiday season and Santa's return to the North Pole, the space will be transformed for its inaugural exhibition. Additional programming details will be announced in 2027.

A World Premiere at Macy's Herald Square

Opening in February 2027, the world premiere of Titanic: The Exhibition - The New York Story will invite customers to explore one of history's most enduring stories through compelling displays, historic artifacts and new perspectives on the people and events connected to Titanic.

New York never welcomed Titanic, but it welcomed those who survived, mourned those who did not and became the city where her story would live on. The exhibition explores the journeys of passengers from prominent figures like Astor, Guggenheim and Straus to the immigrants dreaming of a better life in America, telling a deeply moving story about hope, shared humanity and the way New York came together.

For Macy's, presenting the exhibition at Herald Square brings Titanic's history into direct conversation with the retailer's own heritage and the city the Strauses called home.

Together, Macy's and Imagine will use the inaugural exhibition to establish the space as a destination for reflection, discovery and connection.

Tickets for Titanic: The Exhibition - The New York Story go on sale in the coming weeks, with waitlist registration and exhibition updates available at thetitanicexhibition.com/new-york.

More to Discover at Macy's Herald Square

The new exhibition space joins an evolving mix of shopping, dining and services at Macy's Herald Square. Customers can explore new and recently opened destinations including Aesop, Coach, Kendra Scott, Frankie's Brooklyn Pizza, Gong Cha and Sunday Morning, along with personalized services, customization and curated finds.

From beloved holiday traditions to new cultural experiences, Macy's Herald Square continues to evolve as a year-round New York destination.

For more information about Macy's Herald Square this holiday, please visit, macys.com.

About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE: M), helps customers celebrate - from everyday moments to life's biggest occasions - with a curated assortment across apparel, home, beauty, accessories and more. Each year, Macy's brings the nation together through two of its most beloved traditions: Macy's Thanksgiving Day Parade and Macy's 4th of July Fireworks, entertaining millions. Celebrate big and small moments in stores nationwide, at macys.com, or on the Macy's app. For more information on Macy's, Inc., visit www.macysinc.com.

About Imagine
Imagine (formerly Imagine Exhibitions) is a global leader in immersive storytelling and experiential design; creating, producing and operating world-class exhibitions and attractions through its core services: Exhibitions, Studio, Retail, and Operations. With over 40 unique experiences worldwide, Imagine creates visitor experiences that entertain, educate, and inspire. Visit www.theimagineteam.com or follow Imagine on Facebook, Instagram, and LinkedIn for more information.

Contact
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