Holiday planning on your mind?
You’re not alone. For iconic brands like Macy’s and Disney, the season starts long before the lights go up. This past year, it began with something entirely handcrafted.
To celebrate Minnie Mouse’s debut as a character balloon in the Macy’s Thanksgiving Day Parade, Duggal’s Special Projects Team brought Disney magic to life inside Macy’s Herald Square flagship in New York City. The centerpiece? A stunning, 10-foot sculpture of Minnie Mouse, inspired by the parade balloon and sculpted and painted entirely by hand.
In a world racing toward automation, this kind of artistry still matters.
A celebration of craft in a digital age
At a time when AI can generate visuals in seconds, there’s still no substitute for the human touch. Our team of sculptors and painters poured care, precision, and personality into every curve, bow, and polka dot, ensuring Minnie didn’t just look iconic—she felt alive.
That same level of artistry carried through to two installations at Macy’s Herald Square, each one meticulously crafted to suit its space. The larger, 10-foot sculpture greeted guests near the entrance, visible across multiple floors. Meanwhile, a scaled five-foot replica, installed in the merchandise area, added a personal touch where shoppers browsed limited-edition products.
And the work didn’t stop there.
To bring the experience to even more guests, our team produced additional five-foot sculptures for Macy’s locations across the country, including Garden State Plaza (NJ), Jersey City (NJ), Glendale (CA), Costa Mesa (CA), and Orlando (FL). Each one delivered the same detail and emotion—proof that craft can scale without compromise.
This commitment to quality and collaboration extended through the Herald Square activation. We not only designed and produced the sculptures—we led the full creative execution of the pop-up shops, transforming both the main and 7th floors with custom fixtures, floor-to-ceiling graphics, and immersive storytelling moments.
A retail experience that tells a story
The data is compelling: 55% of holiday shoppers say that they discover gift ideas while shopping inside physical retail stores. That’s more than any other vertical, including Amazon*. And with 81% of Gen Z still preferring brick-and-mortar visits, it’s clear that immersive environments have an unparalleled opportunity to connect with customers**. How?
It was the moment a child turned a corner and saw Minnie floating above, larger than life. It was the warmth of craft in every brushstroke. These are the moments that linger long after the shopping bag is set aside.
That’s the power of hand-made, professionally executed visual storytelling. It invites people to stay, to feel—and even more importantly, to remember.
The Right Partner For What Matters
As visual artisans, the Duggal team is proud to collaborate with clients like Macy’s and Disney who share our belief in the value of craft, storytelling, and joy. We believe in scaling wonder while preserving soul, because there’s no replacement for the human touch.
Discover more of our immersive retail work. https://duggal.com/
