NEW YORK (VINnews) – The iconic red-and-white Macy’s billboard overlooking Herald Square is expected to be removed this weekend, ending a presence that has been part of the Manhattan streetscape for more than six decades.

The four-story sign, designed to resemble a Macy’s shopping bag, sits above a retail space at the corner of Broadway and West 34th Street near the retailer’s flagship store.

Macy’s said the sign is being removed as part of plans by the property owner to modernize the advertising space. The company said it expects to unveil updated branding for its Herald Square flagship while preserving the store’s historic identity.

The billboard has long been a recognizable landmark for shoppers and tourists visiting one of New York City’s busiest commercial districts. Industry observers say the change reflects a growing trend toward large digital advertising displays that generate higher revenue in prime locations.

The removal follows past legal disputes between Macy’s and the property owner over future use of the billboard space. Details of what will replace the sign have not been announced.