Macy’s Brings 4th Of July To Life With VR

Macy’s Brings 4th Of July To Life With VR
July 5, 2018

Known for its spectacular Fourth of July fireworks display in New York City since 1976, Macy’s brought more than just traditional fireworks to life this year. In partnership with, Macy’s presented a virtual reality activation at four of its stores across the country, as well as a festival, as an early kickoff to the patriotic holiday celebration. Macy’s show is the nation’s largest Fourth of July fireworks celebration, featuring a 25-minute display with 75,000 shells and effects, 25 colors, and reaching heights of 1,000 feet.


The Macy’s Fourth of July fireworks V.R. activation featured a Macy’s-branded New York City skyline that served as the virtual backdrop. Inside the virtual experience, guests crafted their own one-of-a-kind Macy’s fireworks show, in anticipation of the main event happening in New York City on July 4, 2018. In addition, guests were able to capture their creation and share it with friends and family via social media. 


View photos of Macy’s Fourth of July V.R. activation.


Here are the events and locations that featured Macy’s V.R.-powered activation:

- June 21: Macy’s State Street (Chicago)

- June 30: Macy’s Santa Clara (Santa Clara, California)

- June 30: Macy’s Dadeland (Miami)

- June 30: Macy’s Union Square (San Francisco)

- July 1: Stern Grove Festival (San Francisco)


“Our team crafts event strategies throughout the year with the customer experience at the centerpiece of every activation,” said Stephanie Logan, director of event and marketing strategies, Macy’s Inc. “Incorporating virtual reality in these events allows for a transformative moment amplifying the in-store environment and engaging each customer with our brand in a personal and unexpected way.”


Virtual reality has become an increasingly popular form of event entertainment for both large and small brands. There are thousands of V.R. experiences available to brands off the shelf, or they can create their own experience from scratch. This unique and engaging activation can benefit all types of events, including trade shows, corporate parties, and employee-engagement events. The team at can provide expert insight and guidance on creating the perfect experience for your event and its guests.

Macy's and bring annual fireworks show to life with VR. Photo courtesy of

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