The Macy idea would be genius as they can turn the entire queue into a gift shop....
It wasn't a Macy's idea... it was something in between. A full scale Radio City Music Hall facade might do the trick. It is part of Rock Center and could be a visual icon. Bad thing is, it ain't that tall so I can't figure out how to resolve it with extra height (because I don't have a team of 15 sitting around with ideas).