Macy's is renowned for many things other than shopping. Every year during November and December, the eyes of our nation fall upon Macy's Herald Square Store. In November, the Macy's Thanksgiving Day Parade takes center stage with its gigantic balloons, amazing marching bands, and fabulous floats. An appearance of the jolly bearded man in a sleigh (aka Santa) at the end of the parade signals the "official" start of the holiday season.
In December, the Herald Square store's window became the main attraction with whimsical festival scenes. There is even a film about Macy's Herald Square set around the holidays. Maybe you heard of "Miracle of 34th Street"? But have you heard of the legend of Macy's Herald Square's "frozen door"? The frozen door was part of Macy's legacy for a brief period...during the first decade of the 21st century. But behind those doors, hidden from view, is a memorial plaque for Isidor and his wife, Ida Straus. Perhaps some questions come to mind: Who was Ida and Isidor Straus? Why was there once an unmovable door on 34th Street? Why is there a memorial? Lastly, why has it been hidden from the public for more than a decade? All these questions will be answered but first, let's explore a little bit of the history of Macy's and discover more about the lost and found memorial.
Wurts Brothers via The Museum of the City of New York
In 1843, an enterprising man named Rowland H. Macy opened several dry goods stores in his home state of Massachusetts. Unfortunately for Macy's, all of these stores were complete failures. Not giving up, Macy decided that New York City would be the perfect place to set up his new and improved dry goods store which is exactly what he did in 1858. This time fortune was on his side. Macy's store and reputation grew due to the use of his inventive ways to push sales such as money-back guarantees, illuminated store windows filled with merchandise, and the department store Santa. The company would expand even more after R.H. Macy died in 1877. However, almost two decades later, a new family would be running the Macy's company. This family would be a pair of brothers, Isidor and Nathan Straus.
The Straus brothers were already partners in the R.H. Macy's Company by the time they bought the company outright. Their partnership began by obtaining licenses to sell glass, china, and other goods in Macy's first New York stores. And the relationship (and their wealth) grew from there. Both brothers had great success in business but maybe not as well known, they also had impressive careers in public service. Nathan Straus was the Parks Commissioner and president of the Board of Health for New York City. Isidor became New York's 15th District United States Congressman in a special election in which he served for a year. President Grover Cleveland offered Isidor Straus the position of Postmaster General, but he declined the nomination. Isidor spent many years as the president of the Education Alliance. This organization assisted East European Jewish immigrants. Later in his life, Isidor would become one of the directors of Mutual Alliance Trust Company along with Cornelius Vanderbilt and William Rockefeller. All in all, the brothers had extraordinary careers for German immigrants of Jewish ancestry (during a time of great discrimination for immigrants and Jews).
New York Public Library Digital Collection
Due to the Straus brothers' great wealth, Isidor and his wife, Ida were able to travel extensively. In 1912, after spending the winter in the south of France, they booked a passage to return to New York on the new passenger ship, Titanic. This was quite a coup because it was the first voyage of the luxurious and supposedly unsinkable Titanic. Unfortunately, after several days of sailing, disaster struck. Late in the evening on April 14th, the Titanic hit an iceberg. A mere two hours and forty minutes later, the mighty ship had sunk into the ocean. As the ship was sinking, women and children were ordered into the lifeboats. It has been reported that Ida refused to be separated from Isidor. The Strauses perished as well as 1,500 passengers, making it one of the deadliest maritime disasters in history.
As Macy's owner, Isidor Straus was well known for public service but also for his dedication and care to his employees. Straus had created a mutual aid society, offered basic health insurance, and built a cafeteria that served up hot (and subsidized) meals to help his workers. So, when word spread of Straus’ death on the Titanic, this was an extreme blow to Macy’s employees.* About 5,000 employees of Macy’s department store contributed what little they could afford to create a memorial plaque for their boss, Isidor Straus, and his wife, Ida.** It was installed in Macy's 34th entrance and there it sat for more than eight decades.
From the author Notice the last line in the plaque "This tablet is the voluntary token of sorrowing employees."
But in the 2000 remodel, the memorial entrance was boarded up for a new jewelry department. The windows and doors were painted over, and the turnstile doors were locked in place. The memorial supposedly was located in the jewelry manager's office.** This entrance became known as the "frozen door". The pictures below show the closed entrance.
Unknown
Aviewoncities.com via Google
Then in November 2011, Macy's Herald Square sent a press release announcing a renovation to its Herald Square store. There was one interesting piece of news concerning the frozen door:
"A restoration of the store's exterior to re-capture its original grandeur and take full advantage of foot traffic along America's top retailing block. The ornate "Memorial Entrance" on 34th Street will be restored and reopened. Windows along Broadway, 34th Street, and Seventh Avenue, which have been covered up over the years, will be reopened."***
From the author After the renovation
Although the memorial for Isidor and Ida Straus had never been moved, it was now accessible to the public once again. If you want to see the plaque, visit Macy's Memorial Entrance located on 34th Street. After many years of being hidden by the "frozen door", some might say it's quite a miracle to be able to walk through this entrance and gaze upon the memorial tablet to the Strauses.
Want to know more? Here is a good place to start:
Resources:
*The tearjerker Titanic Memorial inside Macy’s | Ephemeral New York (wordpress.com)Mystery **Shrouds Macy’s Titanic Plaque – The Forward
Photographs:
Top Photograph - Sheet Music in honor of Isidor and Ida Straus via New York Public Library Digital Collection
From the author Another plaque in the 34th Street Memorial Entrance