This summer, Macy’s Herald Square transforms into a sun-drenched escape with a seasonal activation that blends fashion, beauty, and beachside fantasy — right in the heart of Manhattan. The 2025 Summer Activation brings the spirit of a luxe Mediterranean getaway indoors, anchored by iconic brands like Dolce & Gabbana and Kiehl’s.
Taking over Macy’s flagship with bold visual storytelling, the installation centers on a striking yellow-and-white striped motif, instantly evoking memories of vintage Italian beach clubs. These sunny stripes form the backdrop for a dreamy interior set complete with surfboards, a crystal-clear pool, and playful product displays, all staged to feel like a jet-set holiday scene.
In a vibrant blend of leisure and luxury, Dolce & Gabbana’s signature flair takes center stage — pairing perfectly with the activation’s golden glow. The brand’s fragrance and beauty lines are showcased poolside, presented alongside other top-tier beauty partners including Kiehl’s, who bring a splash of skin-soothing essentials to the summer setup.
Whether you’re stopping in for a seasonal refresh or simply soaking in the ambiance, Macy’s Herald Square offers a sensorial escape — merging fashion-forward retail with immersive storytelling. It’s not just a display; it’s a destination. One where luxury meets SPF, and summer starts the moment you step inside.
