Macy’s Flower Show 2022

The Macy’s Flower Show, our annual ode to springtime, is set to blossom in 2022 at Macy’s Herald Square like never before. Starring thousands of beautiful blooms - alongside an all-new fabulous display - this year’s show is set to inspire an aromatic awakening with notes of beauty and style, ultimately celebrating the wonder that is the Macy’s customer on the brink of a scent-sational new season.

The creative challenge for this year’s show was a unique one: how to utilize the branding created in 2021 while simultaneously representing the wildly different 2022 show? Pulling carefully curated elements from the original brand resources, I worked with Amrita Marino - a world class illustrator my team and I admired for her work within the world of beauty and her fabulous editorial pieces - to develop illustrations that felt complimentary yet completely refreshed. As such, the Macy’s Flower Show 2022 creative is meant to look like an expansion of the original brand, maintaining our ethos, general aesthetic, and tone while pushing the existing identity into a world that’s lively, playful, and chic.