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Herald Square

Herald Square is a prominent triangular public plaza and major intersection in , , situated at the convergence of , (Avenue of the Americas), and West 34th Street. Named for the newspaper—founded in 1835 by James Gordon Bennett and formerly headquartered immediately to its north—the area was acquired by the City of in 1846 as part of the extension of Bloomingdale Road (now ) and evolved into a hub for printers and publishers by the early 20th century. The square's centerpiece is a historic bronze statue and clock tower dedicated to James Gordon Bennett and his son, installed in 1940 by the . The clock features allegorical figures, including the goddess representing wisdom and invention, flanked by two blacksmiths (nicknamed "Stuff and Guff" or ""), which chime the hours in a mechanism dating back to 1895. Today, Herald Square functions as a vibrant pedestrian plaza spanning between 34th and 35th Streets, enhanced with colorful planters, seating, umbrellas, and free public restrooms, with approximately 100 million pedestrians passing through the area annually as a gateway to nearby attractions. At its heart stands the flagship Macy's department store, which relocated to Herald Square in 1902 and expanded in 1924 to become the world's largest department store at the time, spanning over 1 million square feet. This iconic retailer, established in 1858, anchors the area's retail prominence and hosts the annual , which originated here in 1924 with over 250,000 spectators. The square also serves as a critical transportation nexus, with the 34th Street–Herald Square subway station providing access to the B, D, F, M (), and N, Q, R, W () trains, near the 33rd Street PATH station to . Maintained by the NYC Department of Transportation and the 34th Street Partnership , Herald Square exemplifies modern urban , prioritizing pedestrian safety and activation amid its role as a commercial and cultural focal point in the Garment District and near Penn Station.

Geography and Description

Location and Boundaries

Herald Square is located in , , at the major intersection of , (also known as Avenue of the Americas), and West 34th Street. This convergence forms a prominent bowtie-shaped due to Broadway's diagonal path crossing the grid. The square's central coordinates are approximately 40°45′00″N 73°59′15″W. Herald Square proper occupies the northern portion of this space, bounded by West 34th Street to the south and West 35th Street to the north, primarily along and extending to . To the south, Greeley Square forms the adjacent section from West 32nd Street to West 34th Street, creating an overall triangular public area spanning three blocks. These pedestrian plazas, enhanced since 2009 by closing portions of to traffic, total about 53,700 square feet and serve as key open spaces in the urban fabric. The area is bordered by distinct neighborhoods: lies immediately to the east, centered around West 32nd Street between and ; the Garment District extends to the west along Sixth and Seventh Avenues; and (North of Madison Square Park) adjoins to the north and northeast beyond West 35th Street. This positioning places Herald Square at the nexus of commercial and cultural districts in central .

Physical Features and Monuments

Herald Square is a triangular plaza formed by the intersection of , , and 34th Street, serving as a central pedestrian hub in . The plaza's layout emphasizes open pedestrian areas for public gathering, with seating provided through chairs and limited benches amid seasonal plantings that add modest greenery without extensive landscaping. At its heart stands the James Gordon Bennett Memorial, a originally designed in 1895 and installed in its current location in 1940, by architect in collaboration with sculptor Antonin Carles. Crowning the structure is a statue of , the Roman goddess of wisdom, while the base incorporates a mechanical clock featuring animated blacksmith figures named "Stuff" and "Guff," who strike hammers against an on the hour. Flanking the memorial are granite gateposts adorned with bronze owls, a motif symbolizing the New York Herald newspaper founded by James Gordon Bennett. In the adjacent Greeley Square, a bronze statue of Horace Greeley, the influential founder of the New York Tribune, depicts the journalist in a seated pose on a granite pedestal; sculpted by Alexander Doyle, it was dedicated in 1894. The memorials and plaza design draw from late 19th-century Beaux-Arts influences, characterized by ornate detailing, classical motifs, and monumental scale in their architectural elements.

History

Origins and Naming

The area now known as Herald Square lay within the rural northern expanse of , as envisioned under the , which imposed a rectilinear grid of streets and avenues to guide the island's future expansion, though actual development lagged considerably in this region due to its distance from the densely settled southern tip of the city. Through the early and mid-19th century, the site remained characterized by farmland and countryside, far removed from urban activity. This began to change in 1846, when the City of New York acquired the land to facilitate the extension of Bloomingdale Road—later renamed —converting the pastoral crossroads into a foundational element of the growing street network. Herald Square was officially named in 1895 to commemorate the newspaper, whose headquarters had moved to the adjacent site that year. The Herald had been established on May 6, 1835, by Scottish immigrant , who launched it as a four-page penny paper with an initial investment of $500, pioneering independent journalism through its focus on sensational reporting of crime and scandals that propelled it to large circulation. The paper's operations at the Herald Building in the square continued from 1895 until 1921. The naming of Herald Square in 1895 followed closely that of neighboring Greeley Square in 1894, which honored , founder of the competing launched in 1841 as a platform for his advocacy on , , and westward expansion. This pairing underscored the fierce rivalry between the Herald and , emblematic of 19th-century City's cutthroat newspaper landscape where publications battled for readership and influence.

Development and Key Events

The construction of the New York Herald Building in 1895 marked a pivotal moment in Herald Square's development, as the structure served as the headquarters for 's newspaper until its partial demolition. Designed by architect of the firm , the building adopted a style inspired by the Palazzo del Consiglio in , featuring a low, two-story facade with elaborate terra-cotta ornamentation, bronze owls, and a prominent topped by a statue of . This Beaux-Arts influenced edifice, spanning between 34th and 35th Streets, symbolized the square's emergence as a media and cultural hub in the late 19th century. In 1921, the northern portion of the Herald Building was demolished to accommodate urban expansion and commercial growth, clearing the site for new office developments amid rising demand for space in . The demolition facilitated an influx of establishments, transforming the area from a journalistic center into a burgeoning commercial district, while sculptural elements like the and group were carefully stored for future preservation. These artifacts were later reinstalled in a granite monument in 1940, anchoring the square's historical identity amid ongoing modernization. Following World War II, Herald Square experienced a significant economic boom in the 1940s through the 1960s, integrating deeply with the adjacent Garment District and solidifying its role as a retail powerhouse. The postwar period saw heightened manufacturing activity in apparel, drawing wholesalers and shoppers to the area and boosting pedestrian traffic as subway lines like the BMT Broadway and IRT Lexington Avenues converged there. This era of prosperity peaked with over 90% of U.S. garment production concentrated nearby by 1960, making Herald Square a vital node in New York City's fashion and commerce ecosystem. By the 1980s, Herald Square faced a period of characterized by rising crime rates and , mirroring broader challenges in Midtown amid the city's fiscal crisis and crack epidemic. Vacant storefronts and increased incidents of and deterred visitors, contributing to a decline in foot traffic before early revitalization efforts, including the formation of the 34th Street Partnership in 1992, began to address these issues.

Landmarks and Commerce

Macy's Herald Square

, the flagship store of the retail chain, opened in 1902 at the intersection of West 34th Street, , and Seventh Avenue in , following the company's relocation from its previous site on . Founded originally in 1858 by as a store, the Herald Square location marked a significant expansion for the business, which had been operating under the R.H. Macy & Co. name since its inception. By November 1902, the initial structure encompassed approximately one million square feet across ten shopping floors, establishing it as a major retail presence in . The store underwent substantial expansions between 1902 and 1930, transforming it into a full city-block complex and solidifying its status as the world's largest department store. A key addition in 1924 along 34th Street to Seventh Avenue increased the floor space to over one million square feet, enabling broader inventory and customer capacity. Further enlargements in 1928 and 1931, designed by architect Robert D. Kohn, extended the building's footprint and integrated it seamlessly with the surrounding urban fabric. Architecturally, the nine-story structure—spanning about 2.5 million square feet total, with 1.25 million square feet of selling space—features a blend of Beaux-Arts and modern elements, including the original 1902 facade by DeLemos & Cordes. Iconic interior highlights include 20 wooden escalators installed by the Otis Elevator Company between 1920 and 1930, primarily constructed from oak and ash, which remain operational and evoke the store's early 20th-century heritage. The building also houses seasonal attractions such as the renowned holiday windows, a tradition originating in the 1870s at Macy's earlier locations and now featuring animated displays unveiled annually before Thanksgiving along the 34th Street facade, drawing crowds with elaborate storytelling themes. Additionally, the Macy's Santaland display, a whimsical holiday village with animatronics, toy trains, and Santa Claus encounters, has been a fixture on the eighth floor since 1977, spanning 13,000 square feet and continuing a family-oriented custom that began in 1862. As an economic powerhouse in Herald Square, Macy's Herald Square employs thousands of workers year-round and significantly more during the holiday season, contributing to the local retail ecosystem amid New York City's post-pandemic recovery. The store generates substantial revenue, with the broader Macy's, Inc. reporting net sales exceeding $21 billion annually in recent projections, driven in large part by the flagship's role in holiday shopping surges that inject over $500 million into the city's economy each season. It serves as a central hub for festive commerce, attracting millions of visitors during peak periods and underscoring its influence on consumer spending patterns. The store's prominence extends to cultural events, including its longstanding involvement in the Macy's Thanksgiving Day Parade, which originates nearby and amplifies holiday foot traffic. In 2021, Macy's proposed a major redevelopment atop the Herald Square store, envisioning a 900-foot skyscraper with a public plaza to modernize the site while preserving its retail core, accompanied by a $235 million in neighborhood infrastructure like transit improvements. However, as of 2023, the project was considered unlikely to proceed, and no further developments have been reported as of November 2025, with the company instead focusing on internal renovations such as a 2025 expansion of the beauty floor dedicating over 50,000 square feet to enhanced offerings, set to complete its second phase in 2026.

Other Retail and Buildings

The Manhattan Mall, located at 100 West 33rd Street adjacent to Herald Square, occupies the site of the former department store, which operated from 1910 until its closure in 1986. The mall opened in 1989 as a multi-level , but by 2025 it has significantly declined, with only a handful of stores remaining and much of the space vacant or repurposed, including a central offering limited dining options. In 2009, J.C. Penney opened its flagship store within the Manhattan Mall, a two-level, 153,000-square-foot space focused on affordable fashion and home goods that drew significant attention as the retailer's first location in the . The store closed permanently in July 2020 amid the company's proceedings, after which the space was repurposed for mixed retail and experiential uses to revitalize the mall's anchor position. Herald Towers, a 25-story mixed-use building at 50 West 34th Street overlooking Herald Square, was originally constructed in 1912 as the and converted to residential apartments in 1980 before being renamed in 1999. The property combines 690 luxury rental units with ground-level commercial space and received a preferred equity investment from in September 2025 to support upgrades for its residential and retail components. In May 2025, signed a long-term lease for a 55,000-square-foot flagship store spanning the first and second floors of Herald Towers, marking the largest lease in that year and set to open in 2026 with a reimagined experience emphasizing family apparel. Herald Square's proximity to the Garment District, encompassing streets from 34th to 42nd between Fifth and Ninth Avenues, integrates it into a vibrant of wholesale showrooms, fabric suppliers, and hubs that support the apparel industry's production and distribution in .

Transportation

Public Transit

The serves as the primary subway hub for Herald Square, accommodating the B, D, F trains on the and the M, N, Q, R, and W trains on the . Starting December 8, 2025, F and M trains will swap routes on weekdays between and , with M serving the via the and F serving the via the 53rd Street tunnel. The platforms opened on January 5, 1918, as part of the expansion to connect and Queensboro Plaza. The platforms followed on December 15, 1940, replacing the earlier Sixth Avenue Elevated and extending service northward from West Fourth Street–Washington Square. This complex is the third-busiest station in the system, recording 25,012,549 passenger entries in 2024, and functions as a critical transfer point for Midtown commuters traveling across and to and . The station's high volume underscores its role in facilitating daily movement for shoppers, workers, and tourists in the dense commercial district. The station complex is compliant with the Americans with Disabilities Act (ADA) of 1990, featuring multiple elevators connecting street level to mezzanines and platforms, including one in the Herald Center building on the west side of between 33rd and 34th Streets. These accessibility features, enhanced through ongoing renovations, ensure full compliance for all lines as of 2020. Directly adjacent, the 33rd Street PATH station offers rail service to via the historic Hudson Tubes, operating as the northern terminal for routes from , Hoboken, and Jersey City. Opened on November 10, 1910, as an extension of the under , it provided one of the first links between and .) Annual ridership at the station reached 453,342 in 2023, supporting cross-Hudson commuting for office workers and visitors.

Pedestrian and Street Access

Herald Square serves as a major hub for movement in , with wide sidewalks along 34th Street, , and facilitating heavy foot traffic from shoppers, commuters, and tourists. The area features dedicated walking paths that weave through retail fronts and public spaces, prioritizing safe crossings via curb extensions and pavers that shorten exposure to . These elements enhance , particularly around flagship store, where daily volumes can exceed tens of thousands during peak hours. Public bus service provides key connections for above-ground transit, with the M34 (SBS) operating crosstown along 34th Street from the Jacob K. Javits Convention Center to the , stopping directly at Herald Square for east-west travel. Complementing this, the Q32 route runs from in to Penn Station via , with a stop at 34th Street-Herald Square for northbound access to Midtown and beyond. The M7 bus, serving north-south routes along Seventh Avenue, also connects Herald Square to uptown and downtown destinations, stopping at West 34th Street and Seventh Avenue. The Broadway Vision Plan, initiated by the Department of Transportation in May 2008, permanently pedestrianized sections of between and Herald Square starting in 2009, converting four vehicular lanes to two and creating open plazas that prioritize walker-friendly environments. This transformation included the addition of movable , planters, and shaded seating areas to foster pedestrian activity while reducing vehicle dominance. in the vicinity relies on one-way avenues— northbound and Seventh Avenue southbound—to streamline flow, supplemented by signalized crosswalks at all major intersections for timed pedestrian phases that accommodate high crossing volumes. Bike infrastructure has evolved in the 2010s through DOT initiatives, with protected two-way bike lanes installed along opposite in 2019 as part of plaza enhancements, connecting cyclists safely through the square and linking to broader Midtown networks. These lanes feature green pavement markings and physical barriers to separate bikes from motor traffic. Daily vehicular volumes around Herald Square exceed 100,000 cars on surrounding avenues, balanced by priority zones that limit turning movements and enforce slower speeds to minimize conflicts.

Renovations and Urban Development

Historical Renovations

In the early , Herald Square underwent significant changes tied to the relocation and of key monuments. Following the demolition of the New York Herald Building in 1921, elements of the James Gordon Bennett Memorial—including bronze statues of the goddess and two blacksmith figures known as and Guff—were placed in storage. These components, originally installed in to honor the newspaper's founders and Jr., were reinstalled in 1940 within a newly designed pedestal and niche in the square, accompanied by a large illuminated clock that chimed hourly. The , completed under the direction of Aymar Embury II, aimed to revive the monument's prominence amid the area's evolving urban landscape. By the 1980s, Herald Square faced notable decline, characterized by deteriorating and reduced commercial vitality, prompting initial efforts to revitalize the district. Merchants and property owners began advocating for improvements to counter , with preliminary streetscape enhancements focusing on basic maintenance and pedestrian safety. These precursor initiatives laid the groundwork for more structured interventions, contributing to a gradual uptick in retail activity around landmarks like . A pivotal development occurred in 1992 with the official formation of the 34th Street Partnership as a (BID), initiated in 1989 at the request of Mayor to address ongoing challenges in the area spanning Herald Square. The BID, funded through property assessments, assumed responsibility for enhanced cleaning services, security patrols, and the organization of public events to foster a safer and more inviting environment. This organization played a central role in subsequent upgrades, managing public spaces like Herald and Greeley Squares to support local commerce. The decade culminated in a major plaza renovation in , led by the 34th Street Partnership in collaboration with the , which transformed the traffic islands into more functional public areas. The project included new granite paving, upgraded lighting fixtures, and the addition of seating to improve pedestrian accessibility and aesthetics, with costs of $2 million. These enhancements not only modernized the square's but also integrated it more effectively with surrounding hubs.

Recent Projects

In 2009, as part of New York City's Green Light for Midtown initiative, Broadway between 33rd and 35th Streets in Herald Square was transformed into pedestrian plazas, creating approximately 2 acres of car-free public space to alleviate congestion and enhance walkability. This project involved installing seating, planters, and colorful paving, marking a significant step in prioritizing pedestrian safety and vibrancy in Midtown Manhattan. The redesign of Herald and Greeley Squares began implementation in May 2019, expanding public open space, improving pedestrian circulation, introducing new traffic patterns, and enhancing the bicycle network to better accommodate cyclists. These updates focused on creating more inviting and functional plazas adjacent to key transit hubs, though specific investments were not publicly detailed at the time. In , the underground public restroom at Greeley Square—dating to the early 20th century and among City's oldest—was restored to improve public amenities in the area. Recent developments in 2024 and 2025 have further revitalized Herald Square's built environment. JEMB Realty completed over $13 million in renovations to Herald Towers, a mixed-use property, including unit upgrades and amenity enhancements, supported by a preferred from to bolster its commercial and residential offerings. Concurrently, JRM relocated its headquarters to 111 West 33rd Street in October 2024, occupying the fourth floor of a modern building in the heart of Herald Square to support its expansion in the region. Macy's proposed a 900-foot atop its Herald Square in 2021, including accompanying plaza improvements; however, as of December 2023, the project was reported as unlikely to proceed. In November 2025, Macy's completed the first phase of a major interior renovation at its store, dedicating over 50,000 square feet to enhanced beauty offerings, with the second phase set for 2026, contributing to ongoing retail vitality in the area. The submarket has seen robust retail leasing activity in 2025, including major deals. These 21st-century projects align with New York City's PlaNYC 2030 goals, particularly by reducing transportation-related emissions through expanded pedestrian and bike infrastructure that promotes non-vehicular travel and cuts urban heat via enhanced green spaces.

Cultural Significance

In Popular Culture

Herald Square has been immortalized in American music as a symbol of New York's vibrant theatrical district. In George M. Cohan's 1904 song "Give My Regards to Broadway," from the musical Little Johnny Jones, the lyrics explicitly reference the location with the line "remember me to Herald Square," evoking the energy of Broadway and Times Square in the early 20th century. The square's role in early underscores its status as a bustling . One of the first motion pictures to capture everyday life, Thomas Edison's Herald Square (1896), depicted pedestrians, horse-drawn carriages, and trolley cars at the intersection, marking a pioneering effort in documentary filmmaking that highlighted the area's commercial dynamism. In feature films, Herald Square often represents holiday consumerism and New York magic, particularly through its association with flagship store. The classic (1947) prominently features both the exterior and interior of in key scenes, including the Thanksgiving Day Parade route and Santa Claus's courtroom trial, cementing the location as an iconic backdrop for tales of belief and retail spectacle. Herald Square's ties to contemporary pop culture are exemplified by celebrity events at that blend commerce with stardom. On September 8, 1999, held an autograph session at the store to promote her Tommy Jeans tour sponsorship, drawing massive crowds and highlighting the square's enduring appeal as a venue for music icons and fan interactions.

Events and Public Gatherings

Herald Square serves as the annual terminus for the , a tradition that began in 1924 when the event first concluded outside the store after a from . The parade features massive helium-filled balloons, elaborate floats, marching bands, and celebrity performances, drawing an estimated 3.5 million spectators to the streets of each year. Broadcast live on , it reaches approximately 31.3 million television viewers nationwide as of 2024. During the holiday season from November to January, Herald Square transforms into a festive hub with tree lightings, street performers, and seasonal markets that attract shoppers and tourists alike. The Herald Holiday Market, organized by Urbanspace in partnership with the 34th Street Partnership, operates in the plaza areas, offering artisanal goods, food vendors, and decorations; in 2025, it expanded to multiple sections including Herald North and Herald Square proper, running through early with extended hours on weekends. Macy's Herald Square contributes with its renowned window displays and lighting ceremonies, complemented by roaming street performers featuring carolers and -themed entertainment that enhance the area's vibrant atmosphere. The 34th Street Partnership, the overseeing the area, hosts a variety of community events throughout the year to foster public engagement in Herald Square. These include the free Sweat34 fitness series, offering high-energy workout classes like dance and strength training in Herald Square Plaza during the summer months. Additional programming features markets, cultural festivals, and live music through initiatives like Midtown Music, which presents free pop-up concerts with performers such as Terry Waldo and his Gotham City Band. Winter fairs and holiday gatherings further utilize the space, drawing local residents and visitors for interactive experiences. Herald Square accommodates nearly two million visitors annually for events and public activities, bolstered by post-2019 enhancements to its plazas and pedestrian areas that have expanded usable space for gatherings. These improvements, including permanent pedestrian plazas developed in collaboration with the , have enabled larger-scale programming without specific quantified capacity metrics publicly detailed.

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