Valentino Beauty To Create Exclusive Exhibit for Macy’s Flower Show

Valentino Beauty will create an exclusive exhibit through Valentino Beauty Born in Roma Palazzo, creating a multi-sensory expression of color and fragrance on Herald Square’s mezzanine for this year’s Macy’s Flower Show, held in New York City and Chicago.

This year’s theme, “Homegrown,” will celebrate America’s gardens with floral art, regional botanicals and visual storytelling. In its 51st year, the brand’s Herald Square flagship will present Macy’s Flower Show, featuring Valentino Beauty, transforming the main floor from April 23 to May 10 with dynamic floral displays and Mother’s Day festivities. New for 2026, Macy’s State Street will launch a pop-up Flower Show installation in Chicago from April 16 to May 10.

Inspired by Valentino’s Born in Roma fragrance collection, customers will step inside a reimagined palazzo of chromatic storytelling – a colorful floral voyage unfolding across a series of spaces that reflect each scent and color story. The experience features lush floral installations, interactive fragrance moments and inspiring design details that invite discovery, individuality and self-expression.

“Macy’s Flower Show is one of the cornerstone events of our year-long campaign, ‘Celebrations Start at Macy’s’,” said Sharon Otterman, chief marketing officer at Macy’s. “This year’s ‘Homegrown’ theme celebrates our country’s floral landscapes through an immersive journey across America brought to life with craftsmanship, artistry and multisensory experiences. From our iconic Herald Square beauty floor in partnership with Valentino Beauty to a new pop‑up at Macy’s State Street, we’re creating moments of surprise and delight that only Macy’s can deliver.”

On May 9, Macy’s will celebrate moms nationwide with Celebration Saturdays, inviting customers into stores for an afternoon of exclusive experiences and surprises. Eight locations will bring the celebration to life for customers with styled-for-brunch fashion moments, beauty and fragrance consultations, monogramming and engraving services, hands‑on activities, and brand‑led experiences, alongside free giveaways and gifts with purchase while supplies last.

Macy’s Flower Show Pop-Up at State Street

A Macy’s Flower Show pop-up experience will come to Chicago at Macy’s State Street, with stunning florals blooming on the main floor between April 16 and May 10. Inspired by “Homegrown,” this year’s pop-up will invite customers to explore aromatic, lavish floral vignettes that evoke spring, celebrate the art of handcraft and reflect timeless State Street iconography, including “Meet Me Under the Clock,” a classic Chicago meeting place and tradition.

As customers embark on their cross‑country floral journey, they will have the opportunity to explore an exclusive, multi-sensory activation and curated product assortment presented by Coach and Fossil, alongside limited‑time menu offerings at The Marshall Field’s Walnut Room to celebrate the start of the spring season.

Exclusive Collection

Guests will have an opportunity to shop a limited‑edition curated assortment. The collection features fan favorites, alongside new commemorative items – including an exclusive candle from Apotheke.