Macy's Flower Show 2021 - The Experience

For nearly fifty years, the Macy’s Flower Show has transported our guests to a richly thematic, enchanting world filled with thousands of flowers in the heart of New York City, but this year creating our show presented a unique challenge. Planned within the throws of the Pandemic, we scrapped our original theme, and were tasked with coming up with a stripped back, Covid-compliant Flower Show in less than six months, from our very first thought to opening day. The result was a “floral celebration of fortitude”, set to inspire a renewed feeling of optimism with a lush, springtime salute to growth, color, and the hope for a brighter year ahead.

Within the experience itself, I’m specifically responsible for the ideation surrounding the theme, pitches to senior leadership, and the management, creative development, and execution of both 2D (event signage, collateral, video) and 3D pieces (our marquees and graphic show elements) utilizing the Flower Show’s brand resources, which my team also develops.

I took my mom to the show - on Mother’s Day, no less - and her big smile (and even bigger sense of pride) was worth every single minute of hard work and then some.