In fall of 2024, Square Design Inc. was commissioned by Macy’s to deliver a marquee for the holidays, with the unveiling happening during the infamous Macy’s Thanksgiving Day Parade. This marquee is located on the 34th street side, so it was imperative that it not only look great from the street, but also from all camera angles for televising the parade. The client had a handful of elements they wanted refurbished from the past year, as well as new elements to be fabricated. The build required acute attention to materiality and durability given the location of these elements; they needed to resist four months of NYC winter weather, as well the 34th street wind tunnel by attaching securely to the building. The nature of the location required a fully after-hours, single overnight installation to avoid store hours and sidewalk traffic, as well as a crane hoist to lift the bigger elements the 14 feet up onto the marquee.