Home décor brand opens first physical space

Halloween has arrived at Macy’s flagship.



Home décor direct-marketer Grandin Road has opened its first-ever brick-and-mortar space, a pop-up at Macy's Herald Square flagship in Manhattan.



The space is designed to inspire, spook and entertain shoppers throughout the months of September and October.



The 1,400-sq.-ft. pop-up, which is on the main floor, is Macy's first Halloween concept shop. It includes two windows that showcase the dramatic décor of the shop to passersby and continues inside of the store with vignettes: "Frightfully Fun," "Bewitching," "Halloween Glam" and "Macabre and Mystical".



"To us, and millions of Americans, Halloween is not just a holiday -- it's a lifestyle," said Jennifer Reeves, senior VP of brand marketing at Grandin Road. "Our concept will bring the holiday to life with a witch's brew of sight, sound, movement and lighting effects. It will be a sophisticated and fashion-forward display that -- for the first time -- gives customers the opportunity to see, hear, and touch Grandin Road's one-of-a-kind Halloween décor."