- The iconic Macy's shopping bag billboard at 34th Street and Sixth Avenue in Herald Square has been removed, revealing a long-hidden five-story holdout building.
- The building's history dates back to 1901, when Macy's planned to move to Herald Square but failed to acquire a small corner plot owned by Rev. Duane Pell, who sold it to rival department store owner Henry Siegel instead.
- Macy's built its flagship store around the holdout, and later leased billboard space on the facade for decades, effectively hiding the building.
- The building's recent emergence is due to a new lease agreement with an online retailer, and it will soon be replaced with two new LED signs, according to the Department of Buildings.
- The holdout building stands as a historical symbol of New York City's retail wars and the lengths corporations go to secure prime real estate.