Macy’s Union Square Flower Show Installation

Seasonal Visual Merchandising for One of San Francisco’s Most Iconic Retail Destinations

Bringing spring to life at the heart of Union Square.

Lee Display was proud to partner with Macy’s Union Square in San Francisco for their annual Flower Show — transforming the store into an immersive, story-driven environment inspired by nature, imagination, and seasonal beauty.

Each year, the Flower Show creates a completely new world inside the store. Our role was to help bring that vision to life through custom-built visual merchandising displays and large-scale installations.

An Immersive Retail Experience

The Macy’s Flower Show is more than a display — it’s an experience.

This year’s theme, “Once Upon a Springtime,” transformed the space into a whimsical world filled with fantasy flora, vibrant color, and layered storytelling.

Guests were invited to explore an environment that felt alive — where every corner offered something new to discover.

Custom Fabrication at Scale

Lee Display designed and fabricated a variety of custom installations to support the overall theme, including:

• Manzanita branch archways
• Floral playhouse structures
• Rose and chrysanthemum arch installations
• Large-scale decorative features throughout the store

Each element was carefully constructed to balance visual impact with structural integrity in a high-traffic retail environment.

Locally Sourced, Handcrafted Materials

A key part of this installation was the use of natural materials sourced locally in Northern California.

Manzanita branches, harvested near the Sierra Nevada region, were used to create organic, sculptural elements throughout the space.

Each branch was hand-selected and attached to custom steel frames fabricated in-house — resulting in installations that felt both natural and architecturally intentional.

Designed to Draw People In

Installations like this are designed to do more than decorate — they create moments.

They encourage customers to stop, explore, interact, and engage with the space in a way that traditional retail environments simply can’t achieve.

At Macy’s Union Square, this transformation helped turn the store into a destination — not just a place to shop.