The Scare at Herald Square: Grandin Road Halloween Shop opens at Macy’s NYC

The doors have officially creaked open to reveal our bewitching Macy’s Herald Square Halloween pop-up shop, greeting enthusiasts of the season from New York City… and the beyond. The first-of-its-kind concept store is a culmination of targeted product development, branding, and years of photo styling tips and tricks from Grandin Road Halloween Haven catalogs—all boiled down to one spooky, 1400 square foot-Halloween masterpiece. In all, the store was designed to rival Hollywood set design and transport the visitor to a truly immersive shopping experience while providing a personal, sensory-oriented experience with our classic Halloween décor styling.

Guests brave enough to lurk in are greeted with a digital Grandin Road sign, animated with spiders who scurry on and off screen to spell each spooky letter. A costumed witch catches each unsuspecting visitor with her own Halloween hello, and a large tree climbs from the floor to form a creepy canopy above shoppers as they wander in.

Just a few steps inside, midnight black crystal chandeliers drip from the ceiling while faux-antique bookshelves adorn the walls displaying enough Halloween décor to make Elvira swoon. Every inch of this store within a store has been transformed right down to the rickety flooring that all but creeks and screeches when you walk on it.

The space transports you through four specific themes from Frightfully Fun, Bewitching, Macabre and Mystical, and the extremely popular, elegant-and-eerie Glam Halloween. Customers are invited to tour the space and interact with the animatronic products available for purchase, while also taking a step into a cutting-edge photo booth to create their own terror-ific memento of their visit.

As part of their digital presence, Grandin Road has created experiences that virtually insert their customers into photo shoots with immersive, shopable videos. Customers can choose the path the video takes, or click on featured products to get more information or product details. The Macy’s Herald Square store exists to reinforce that same concept, and bring fans into our world of gorgeous Halloween spooky style – except this time, it has materialized for a genuine touch-and-feel, sensory experience. The Halloween shop will be open to the public now through the strike of 10 p.m., October 31. We invite you to come and experience it for yourself and enter if you dare…

18 Comments
  1. OMG, what a time to be in New York! I hope all the Macy’s across the country follow suit. Michigan is huge on Halloween and we’d love a physical location as well as online. Beautiful!

  2. I was there a few weeks ago and it’s fantastic! If you’re in the area, I highly recommend going.So many original decor items. The video booth, where you can make and download yourself in front of a mirror, is so much fun, it had us in stitches!

    1. Cathy – The best sure way to buy anything in the featured photos is to visit Macy’s in Herald Square. We do, however, have a good deal of the assortment available online as well, though. Feel free to browse http://www.grandinroad.com/halloweenhaven. Are there particular items you’re looking for in the in the featured photos? If so, we’d be happy to help direct you… Just let us know!

      1. I am really interested in the ghoul coming out of the portrait above the mantel. I contacted GrandinRoad and they said I must purchase this item through Macy’s.

          1. Cathy – Can you specify the dishes in which you’re interested, and what you would like to know about them? As a heads up, some items are only exclusive to Macy’s Herald Square, and cannot be purchased online. There are some dishes that fall within this category.

        1. Cathy – This item was available online at one time, but unfortunately is sold out for the season. The item is indeed still available for purchase at Macy’s. However, you have to physically visit the Macy’s Herald Square location to do so. As a heads up, we generally release our online Halloween assortment in July of every year. While we do our best to ensure stock availability throughout the season, without fail many of the popular items can sell out within days/weeks. Therefore, we recommend buying early. The best way to stay informed of new product additions/promotions is to subscribe to our email list. You can do so by visiting http://www.grandinroad.com and entering your email address where prompted the lower left of the homepage. (And pss… signing up for our email registry also gets your Free Standard Shipping!)

      2. I am interested in the frame on the wall with the man coming out (over the mantel) but do not see him on the site under Halloween Haven. Can you help?? 🙂

        1. Kortnee – Thank you for your inquiry – and what great taste you have! This item was available online at one time, but unfortunately is sold out for the season. The item is indeed still available for purchase at Macy’s. However, you have to physically visit the Macy’s Herald Square location to do so. As a heads up, we generally release our online Halloween assortment in July of every year. While we do our best to ensure stock availability throughout the season, without fail many of the popular items can sell out within days/weeks. Therefore, we recommend buying early. The best way to stay informed of new product additions/promotions is to subscribe to our email list. You can do so by visiting https://www.grandinroad.com and entering your email address where prompted the lower left of the homepage. (And pss… signing up for our email registry also gets your Free Standard Shipping!)

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