Edinas Paper‘s holiday window installation for Macy’s Chicago looks what “coming home for the holidays” feels like. Entirely crafted from paper, this immersive holiday window display is both a celebration of Chicago’s rich holiday heritage and a deeply emotional tribute to the historic Marshall Field’s building, a place where generations have gathered year after year beneath the Great Tree and the iconic State Street clock. “This project for Macy’s Chicago is especially close to our hearts,” Edinas Paper shares. And it shows — in the depth of storytelling, the extraordinary craftsmanship, and the unmistakable sense of respect woven into every layer of paper.
Edinas Paper oversaw the project from the very first concept to final installation, shaping a richly layered paper world through an impressive 2,224 hours of production, supported by 925 hours of graphic design and 275 hours dedicated to packaging and logistics. Each hour contributed to a narrative-driven installation where handcrafted paper elements come together to tell the story of Chicago’s most cherished holiday traditions.
What unfolds across the windows feels almost cinematic — a sequence of scenes that move through time, memory, and imagination, all rendered in paper.
The story opens with a nostalgic homage to the early days of Marshall Field’s, unfolding like an illuminated pop-up book. Here, architectural elegance and historic glory take center stage. The Tiffany dome, golden trumpets, and graceful reindeer evoke the magic of the turn-of-the-century department store, recalling an era when holiday displays were theatrical events in their own right.
From there, the narrative gently transitions into one of Chicago’s most beloved holiday spaces: The Walnut Room. Bathed in a warm, inviting glow, the legendary Great Tree rises through multiple levels, its branches alive with elves busily preparing for the season. Tucked playfully among ornaments inspired by Macy’s own heritage, visitors can spot the familiar silhouette of Uncle Mistletoe, a detail that rewards those who linger and look closely.
Then, a shift in atmosphere leads into the whimsical world of the Frango chocolate factory, where the making of Chicago’s iconic chocolates becomes a joyful dance of motion and mischief. Tiny conveyor belts, miniature delivery cars, and carefully engineered paper mechanisms bring energy and humor to the scene — a reminder of how movement and storytelling can coexist beautifully within a static medium.
Every window, every detail, and every sheet of paper contributes to a single shared message. The heritage of Marshall Field’s lives on, lovingly reimagined through craftsmanship, storytelling, and holiday magic.
That sense of joy carries forward into a tribute to the golden age of holiday windows in the 1940s and ’50s. A stylized State Street façade appears, lined with miniature showcases that recall beloved classics such as The Nutcracker and A Christmas Carol. It’s a nod to a time when festive windows became a cultural ritual — something families planned outings around, year after year.
From the street, the story then moves inward, drawing viewers into the heart of the great State Street clock itself. Inside a hidden world of gears and mechanisms, Uncle Mistletoe and Aunt Holly preside over playful elves sorting letters, lists, and gifts. It’s a charming revelation — a secret universe imagined behind one of Chicago’s most recognizable holiday landmarks.
The journey concludes with a powerful, symbolic finale. Iconic Marshall Field’s reindeer leap across a festive landscape where the historic emblem stands proudly above, while below, the Macy’s star is carried forward by cheerful elves. It’s a visual passing of the torch — affirming that Macy’s continues the legacy with care, respect, and a deep understanding of what these windows mean to the city. “Every window, every detail, and every sheet of paper contributes to a single shared message,” Edinas Paper notes. “The heritage of Marshall Field’s lives on, lovingly reimagined through craftsmanship, storytelling, and holiday magic.”
As with all of Edinas Paper’s work, paper choice is integral to the narrative
A rich and varied selection of papers from Europapier brings texture, color, structure, and reflection to the installation. The palette includes PERGRAPHICA® Magnificent Green in 120 and 250 g/m², Crush Almond 240 g/m², Mirror Gold 300 g/m², and Silver 230 g/m², alongside Color STYLE Fresh Cream Grey 300 g/m², SUMO 1 mm, Remake Autumn 250 g/m², and SH Recycling Brown/Grey 160 g/m². Together, these papers form a tactile language: soft and structured, reflective and matte, proving once again that paper is not merely a surface, but a powerful medium for architectural storytelling.
Edinas Paper’s holiday window for Macy’s Chicago is more than a festive display. They are a love letter to a city, a building, and a shared tradition. All crafted with patience, respect, and extraordinary skill. In a season filled with spectacle, these windows invite something rarer. A moment of recognition, memory, and quiet wonder — all cut, folded, and assembled from paper.
Images © Edinas Paper