Launched in April with “Color” as its inaugural theme, STORY at Macy’s invites shoppers to explore and experience color through a rainbow of curated, giftable products and a range of more than 300 color-inspired events. Themes will change every few months.
“The STORY at Macy’s experience feels a lot like a real-life version of scrolling through Instagram. You discover things you weren’t looking for but are inspired by all the fun finds — the second you see it, you need it. We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of STORY at Macy’s across the country,” said Rachel Shechtman, founder of STORY and Macy’s brand experience officer.
For Color STORY, which runs through June 26, Macy’s delivers a journey expressed through a curated assortment of merchandise for men, women, kids, and the home. More than 70 small businesses featuring more than 400 products have come together to make the experience a gifting destination. From the national in-store debut of Primary, an online kidswear brand, to gourmet chocolate bars in unique flavors, like coffee and doughnuts from L.A.-based chocolatiers Compartes — there is something for everyone. MAC Cosmetics, Crayola, and Levi’s Kids also have contributed a lineup of events and merchandise.