Valentino Beauty has created an exclusive immersive experience at Macy’s 51st annual Flower Show, transforming the mezzanine of the Herald Square flagship in New York City from April 23 to May 10, 2026. The Born In Roma Palazzo installation offers guests a multisensory journey celebrating color, fragrance, and individuality.
Immersive Experience
The Valentino Beauty exhibit invites visitors to step into a reimagined Roman palazzo featuring a series of monochromatic rooms, each inspired by a distinct Born In Roma fragrance. The newest iterations, Purple Melancholia (Donna/Uomo), are showcased alongside the existing collection, with each room designed as a fully immersive world of color, scent, and texture. The installation features narrative staging that brings the Born In Roma generation to life through curated lifestyle details, cinematic moments, and striking visual compositions designed for discovery and self expression.
Workshop and Retail Space
Valentino Beauty is hosting Born In Roma Floral Workshops on April 30 and May 1 from 10:30 AM to 11:00 AM on the mezzanine, with space limited for attendees. Following the immersive journey, guests enter a retail and gifting space featuring an allover design by artist TABOO!, with vibrant colors capturing every expression of love. Visitors can discover their signature scent, explore Valentino Beauty collections, and compose their own bloom through a curated selection of products and personalized moments.
Flower Show Details
The 51st edition of Macy’s Flower Show opened on April 23, 2026, running through May 10, coinciding with Mother’s Day. The free exhibition features sprawling displays of thousands of blooming plants, flowers, and trees across the main floors, balconies, and windows of the Herald Square flagship. The 2026 theme, Homegrown, celebrates America expressed through flowers, fiber, and timeless handicrafts.
Additional Activations
Macy’s also launched a pop-up Flower Show installation at State Street in Chicago from April 16 to May 10, 2026. The Herald Square location features additional programming, including LEGO Spring in Bloom Build events running select dates from April 23 to May 10 from 12:00 PM to 7:00 PM in the Green Room Event Space on the mezzanine.
