Macy’s Flower Show: A Glamorous Dreamscape

Creative direction in full bloom.

I originated the brand vision for Macy’s Flower Show 2023—the first chapter in a year of reimagining Macy’s four major events. My focus was creating an identity that captured the elegance of the Flower Show while feeling distinctive enough to stand on its own and flexible enough to welcome Dior as a major partner.

I personally selected and directed Paulina Almira and Steve Wolf, bringing together collaborators from different creative worlds to develop a rich, cohesive system. I led the brand from concept through rollout across the Herald Square environment, activations, product, digital, social, and OOH—ensuring that every expression shared one elevated point of view without overstating my role in producing the show itself.

What I loved most was conducting the whole: setting the vision, assembling extraordinary talent, creating space for each collaborator’s strengths, and bringing it all into harmony. The result was a brand as elegant and transportive as the Flower Show itself—and the beginning of a transformational creative year.