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New York, vous êtes forcément passés près du grand magasin Macy’s et de l’énorme panneau publicitaire qui recouvre une bonne partie de sa façade, rouge avec l’étoile blanche du célèbre logo. Mais son propriétaire, le groupe immobilier Rockaway, envisage de céder l’exploitation du panneau publicitaire à Amazon, leader du commerce en ligne.">
If you’ve been to New York, you must have passed by the Macy’s department store and the huge billboard that covers much of its facade, red with the white star of the famous logo. But its owner, the real estate group Rockaway, is considering selling the operation of the billboard to Amazon, the leader in e-commerce.
With our correspondent in New York, Carrie Nooten
Since August 31, Macy’s no longer has the right to use the advertising space on its facade. Its owner, the real estate group Rockaway, wants to cede the operation of the advertising panel to Amazon, the leader in e-commerce, which has already largely cut back on the beds of traditional stores during the pandemic.
However, the brand is an institution in New York and its red sign as well, as Emmanuel, 68, a purebred New Yorker explains. “ It’s Macy’s and it must stay Macy’s! He is indignant. For every New Yorker, yes, that would be something huge. Because they’ve been used to seeing the Macy’s brand. »
“It reflects the changing times »
Sitting on the 34th Street terrace, Carly, 26, did not hear that Amazon could soon be spelled out on the facade. And she admits that if this were confirmed, her surprise would only be short-lived. “ At first I would be a little shocked, because it would be a change. Shopping was an integral part of our culture. Our mothers would take us to the department store when we were little, our mothers would take us to Macy’s on weekends, etc, she emphasizes. Whereas now, when you have to buy something, you just do it online. Shopping is more of a task than an experience these days. Neither you nor I will be able to stop this. It’s interesting, it reflects the changing times. »
In court, the brand will argue with its owner Rockaway that an agreement prohibits its owner from renting space to one of its direct competitors. But when this arrangement was decided in 1963, Macy’s could not imagine that the competition would come from another world, the digital, which would take the facade of its stores for physical anchorage.
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