The Enchanting History Of New York’s Iconic Holiday Windows

A Window To The Past

Manhattan’s first holiday storefront window display is said to date back to Macy’s at Herald Square in the 1870s. Department stores were emerging as powerful cultural institutions, and the Macy’s display of porcelain dolls and scenes of holiday revelry set the stage for what would become a New York holiday staple. 

Other major retailers quickly followed suit. By the early 20th century, stores such as Saks Fifth Avenue, Lord & Taylor and Bloomingdale’s were competing to create the most dazzling displays, bringing new meaning to the phrase window shopping by enticing shoppers while also celebrating the spirit of the season. 

Mirroring the Times

Big moments in history have allowed for these holiday displays to evolve into extravaganzas. The Industrial Revolution and less-expensive plate glass allowed for larger windows and therefore larger displays. The Great Depression evoked themes of hope and unity, and messages of peace and patriotism reigned during World War II. As time has advanced, so has technology, moving from steam-powered features and hydraulic lifts to moving tracks, animated elements and today’s spectacular light shows that synchronize to music. Though Sak’s Fifth Avenue has forgoed its iconic light show for a return to a more intimate, luxurious shopping experience, its past shows have included as many as 300,000 LEDs dancing across its facade. 

The Art of Collaboration

After World War II, holiday windows became more extravagant than ever, reflecting the economic boom and the growing consumer culture of the 1950s and 1960s. Stores hired renowned artists, architects and designers to craft their displays. 

In 1951, then-commercial artist Andy Warhol created holiday windows at luxury department store Bonwit Teller, combining traditional festive themes with modern, avant-garde aesthetics. And just recently, New York Magazine’s The Strategist paid tribute to the effervescence of talented window dressers in a feature called, “Before We Shopped Online.” We were thrilled to see our friend Robert Rufino included for his time as vice president of creative services and visual merchandising for Tiffany & Co. Think gilded papier-mâché monkeys, reindeer, and a cat wearing a crown of jewels made of Schlumberger diamond brooches.

Today, NYC’s holiday windows have become engineering feats. Louis Vuitton has wrapped itself in replicas of the brand’s iconic emblazoned luggage and showcased holiday animations towering 240 feet high while Tiffany & Co.’s flagship store features a 13-foot-tall lighted Jean Schlumberger Bird on a Rock sculpture and a Tiffany Blue snowflake hovering above 57th Street and Fifth Avenue. But these stores are also collaborating with celebrities, fashion brands and cultural institutions to create windows that are as much about storytelling as they are about spectacle. Themes are exploring contemporary issues, from giving back to sustainability to inclusivity, adding layers of meaning to the visual feast.

A Tradition of Joy and Togetherness

What makes New York’s holiday windows so enduring is their ability to capture the magic of the season while reflecting the times. From humble beginnings to modern marvels, they have evolved into a cherished tradition that bridges art, commerce and community. For many, strolling down Fifth Avenue and gazing at these windows is as quintessential to the holiday experience as the Rockefeller Center tree or ice skating in Central Park. These windows remind us of the creativity, resilience and joy that define New York City. They are not just displays; they are gifts to the millions who come to witness their splendor, year after year.

Inspired by this tradition, we at the New York Design Center love to join in on the holiday fun, tapping designers to create our own spirited decorations that reflect both the season’s wonder and the city’s vibrancy. We invite you to celebrate with us and carry forward the timeless magic that makes the holidays in New York so unforgettable.