New York City lost an iconic piece of its history when Macy’s took down the 60-year-old, bag-themed billboard that defined its flagship store on 34th Street in late July.

The original billboard, which depicted a red Macy’s shopping bag, came to symbolize New York’s retail culture during a time of rapid digitalization. Unlike other city landmarks, Macy’s avoided an immediate transition to LEDs in the 1990s, honoring its heritage.

With the removal of the billboard, the management of Macy’s hopes to change with the times. “As the neighborhood continues to evolve, the current sign – while beloved – is outdated and is being removed as part of broader updates,” the company told ABC News in a statement.

Although Macy’s determines its branding, the installation of the new billboard is also contingent on a partnership with Kaufman Realty, which owns the advertising space.

This distinction became significant when Kaufman considered selling the advertising space to Amazon, a direct competitor, in 2021.

Undeniably, the removal of the billboard is a loss for NYC aesthetics. As digital billboards came to dominate, the city lost its permanence. LED billboards, while brighter and more engaging, also became forgettable in their infinite and ever-changing nature.

In fact, many New Yorkers still gravitate to the city’s heritage billboards, including the static Calvin Klein display in SoHo.

Macy’s is firmly planted in city history through the Macy’s Thanksgiving Day Parade and Fourth of July fireworks. But the company could lose its identity as an NYC brand if the possible new technology leaves its image behind.

In an MIT Sloan report, researchers Sharmila Chatterjee and Zoran Latinovic explored the increasing importance of a strong physical experience in the digital age.

They stated, “People of all ages enjoy touching and trying out new products. While online shopping may be convenient, shopping in-person provides valuable social interaction and immediate gratification when shoppers leave with products in hand.”

As Macy’s explores “fresh and dynamic” branding to replace the original billboard, the company will surely contend with the challenge of replicating the force of an artwork on a screen.

Until the new displays are installed, it may be harder to recognize the company without its signature red shopping bag.