Macy's iconic red bag billboard removed, revealing hidden 100‑year‑old building at Herald Square

The giant red shopping‑bag billboard that has crowned Macy’s flagship store at Herald Square for more than three decades was taken down this weekend. Its removal exposed a five‑story, early‑1900s structure that has been concealed on the corner of West 34th Street and Broadway since Macy’s built around it. The hidden building, once dubbed the “Million Dollar Corner,” was originally a holdout purchased by rival retailer Henry Siegel to block Macy’s expansion.

The sign, which has been part of the storefront since the 1920s, was owned by Kaufman Realty. A dispute between the billboard owner and Macy’s over the lease of the advertising space led to the decision to remove the sign, which the retailer described as “outdated.” Macy’s hinted that a new branding display will soon replace the bag, though no details were given. The change has sparked public nostalgia and speculation about the future look of the iconic corner.

City officials issued a permit for the removal on June 12, and the sign’s disappearance offers pedestrians a rare glimpse of the historic building that had been hidden for decades.