The billboard perched above Macy's Herald Square flagship at Broadway and 34th Street is once again the subject of a leasing effort, according to reporting on the situation. The space opened up after Macy's iconic red shopping-bag sign was torn down in July 2026 following a 60-year run. Macy's and landlord Kaufman Realty were still in discussions about what would come next the previous month.
The dispute echoes a fight that first became public in 2021, when Macy's sued Kaufman Realty after learning Amazon was poised to take over the billboard, according to The New York Times. Macy's argued in that suit that terms set in 1963 prevented Kaufman from allowing a Macy's competitor to advertise on the billboard, and that the prohibition ran with the land forever, per the same report. Kaufman Realty countered at the time that it had no communication or negotiations with Amazon relating to the 1313 Broadway space, according to the Seattle Times.
The billboard in question measured 2,200 square feet and was especially prominent during the Macy's Thanksgiving Day Parade, the New York Post reported at the time. That 2021 lawsuit was settled quietly in 2022, according to National Jeweler. Accounts of exactly who owns what at the corner have varied: one report described the billboard as sitting atop Macy's 120-year-old store, while another said Macy's owns its flagship building but Kaufman owns a carved-out parcel in the southeast corner where the billboard itself is situated.
A Corner With Decades of History
Macy's advertising presence at the site goes back generations, with billboard leasing on the facade dating to the 1920s in one account. Kaufman Realty is installing new four-story digital billboards at the former sign's location, according to the New York Post's exclusive reporting.
Macy's and Kaufman Disagree Over Billboard Rights
Kaufman and Macy's disagree over how the billboard terms apply to advertising by Macy's competitors. Macy's has argued that the terms bar such advertising, while Kaufman disagrees with Macy's interpretation, according to the Post's report.
The corner itself is one of the most heavily trafficked in Manhattan, drawing more than 240,000 pedestrians per day, according to 6sqft. That foot traffic is part of why the ground-floor retail space at 1313 Broadway is also drawing attention: a listing on NYC Retail Leasing describes it as available for the first time in more than 30 years, framing it as a strong advertising opportunity on one of Manhattan's most iconic corners.
Storefronts Below Turn Over Too
Below the billboard, the retail picture at the base of the building has been shifting as well. A Sunglass Hut occupied a storefront there in 2021. Separately, retail space at 1313 Broadway is listed as available. Burger King also occupied a location below Macy's near a Herald Square subway entrance, according to the Post's reporting.
The earlier Macy's-Kaufman fight was a Manhattan state-court suit that sought injunctive relief. That case could offer a precedent for how a new dispute might unfold if Kaufman signs a Macy's rival to the billboard.
