EXPERIENCE THE ULTIMATE IN FLOWER POWER AS
MACY’S 37TH ANNUAL FLOWER SHOW, “TOWERS OF FLOWERS,”
RISES TO NEW HEIGHTS AT MACY’S HERALD SQUARE
New York, NY (March 15, 2011) – Though the gray skies, countless slush puddles and endless
snowfall may suggest otherwise, the spirit of Spring is in the air at the 37th Annual Macy’s
Flower Show®. This season, floral enthusiasts and aspiring green-thumbs alike will have
the opportunity to escape the harsh elements and enter an urban oasis as the Main Floor
of Herald Square is transformed from a vibrant retail landscape to an unexpected floral
wonderland, complete with flourishing hydrangea and lush tropical trees. Visitors from across
the country and around the globe are invited to take a journey into a world of discovery, as
the 37th annual Macy’s Flower Show goes on display from Sunday, March 27 through Sunday,
April 10, 2011.
A welcome break from this winter’s extreme weather, the Macy’s Flower Show will present
an artistic and aesthetically pleasing show for visitors who will enter a serene springtime
sanctuary where vibrant plants and flowers blanket the Main Floor of the Broadway Building
and spill out into the world-famous windows. While some floral and plant varieties will be
easily recognizable to the “garden variety” botanical enthusiast, more exotic species that
have traveled to New York from countries around the world will require a second look.
Nonetheless, with the overwhelming aroma of blooming flowers and the dazzling array of
colors there is no doubt that spring has sprung in Herald Square!
Additionally, to get the public in the mood for the spring awakening, for the first-time ever,
Macy’s Flower Show will scent its event advertising through a unique fragrance technology by
partner Celessence™. The refreshing scent – a combination of lavender and chamomile, will
give the public a preview of the lush garden smells that await their visit to the show.
The theme of this year’s Flower Show is “Towers of Flowers” which will be reflected in
various visual elements throughout the show. From the perennial fan favorite Bouquet of
the Day, and the world famous Broadway windows, to the stately and awe-inspiring towers
of flowers majestically holding court on the main aisle, this year’s visual elements are
specifically designed to take the Macy’s Flower Show to new heights!
Working with Ireland Gannon Associates, Macy’s spends an entire year nurturing one idea
from seed and cultivating it into a kaleidoscopic spectacular that is viewed by hundreds of
thousands of visitors over the course of two short weeks. During the week-long installation
process, hundreds of designers, horticulturists and supporters work endlessly around the
clock, carefully installing 100,000 plants and flowers to bring the Macy’s Flower Show to full
bloom. It is with this hard work and meticulous attention to detail that this visually stunning,
floral fantasy seems to magically grow.
“Macy’s 2011 Flower Show will be the largest and most ambitious effort in the show’s history,”
says Robin Hall, executive producer of the annual event. “Our five flagship shows in New York
City, Philadelphia, Chicago, Minneapolis and San Francisco with be joined by an all-new show
this year, in Washington D.C., one that is being created as an extension of the National Cherry
Blossom Festival.” Hall added, “In the course of its two-week run, Macy’s Flower Show will
transform the main aisle of Macy’s Herald Square into an exquisite landscape of soft colors
punctuated with a series of jaw-dropping towers that promises to take audiences to new
Upon entering the Flower Show through the main Broadway entrance, guests will be greeted
by three striking towers, each featuring a luscious array of flowers and greenery cascading
elegantly down the spiral staircase toward the floor below. These dramatic displays are each
16 feet tall and range between 4 and 12 feet in diameter.
Embark on a floral flight of fantasy as the famous Broadway windows are transformed into
some of the world’s most recognizable landmarks. Designed by Paul Olszewski, award-
winning director of Macy’s Herald Square Windows, these extraordinary scenes transport
visitors on a trip to far-away destinations on land and in the sea, before finally depositing
them before an urban landscape a bit closer to home.
Bouquet of the Day
Bouquet of the Day will once again be taking center stage at this year’s Flower Show. These
ten-foot tall floral masterpieces, each designed by renowned floral “artists,” will be on
display on the Main Aisle of the Broadway building throughout the entire show. Each crowd-
pleasing creation will be exhibited for two days before a new dramatic showpiece is installed.
This year’s featured Bouquet of the Day designers include Jorge Cazzorla, Jes Gordon, Kenji
Takenaka, Ed Libby, Olivier Giugni, and Preston Bailey.
Hours and Events
Those who would like to learn more about the Flower Show may participate in a
complimentary tour through the springtime setting guided by one of the Macy’s Flower
Show docents. Guests also will have the opportunity to participate in a variety of floral-
themed special events and festivities throughout the two-week long show including cooking
demonstrations and floral arrangement presentations, just to name a few.
Experience the 37th annual Macy’s Flower Show during regular store hours (week of 3/27:
11AM – 8:30PM on Sunday, 10AM-9:30PM on Monday-Friday, 9AM-9:30PM on Saturday; week of
4/3: 11AM –8:30PM on Sunday, on Monday –Saturday, 10AM-9:30PM). Admission to the show
is free to the public. For additional information, contact the Macy’s Flower Show hotline at
(212) 494-4495. For complimentary guided tours, call (212) 494-2922.
Check out this video about the designers: