Macy's launches experiential 'Story' concept shop in 36 stores nationwide

By

Gabriella Lacombe

Published
Apr 11, 2019

Macy's is bringing Story, its narrative-driven retail concept shop, to 36 Macy's stores nationwide.

Launched April 10 with its inaugural 'Color' theme, each Story shop offers a curated, rainbow assortment of over 400 products for men, women, kids and the home, including offerings from MAC Cosmetics, Crayola, Levi's and over 70 small businesses.  

In addition, Story will offer a schedule of over 300 color-inspired events for the duration of the color theme's run, from April 10 through June 26. 

With themes set to change every few months, Story is intended to engage an audience of increasingly digitally-inclined consumers through a long-form physical retail experience, featuring special collaborations, narrative-driven merchandising and event programming.

In preparation for the launch, Macy's hired over 270 Story employees and trained them specifically for experiential retail, educating staff on everything from building fixtures to customer engagement and event production, the company said. 

“The simultaneous launch of Story at Macy’s in 36 stores across 15 states is the successful outcome of a reimagined approach to cross-functional collaboration and the work of more than 300 Macy’s colleagues who contributed to creating this new, scalable business model nationwide,” said Rachel Shechtman, founder of Story and Macy’s brand experience officer. 

According to Macy's, each Story shop averages 1,500 square feet in size. However, the New York Herald Square flagship location is the new concept's star, covering more than 7,500 square feet of retail space on the main floor and mezzanine levels. It also features a circus of brightly-colored displays, including faux-fur columns, a giant Lite-Brite, and an illuminated rainbow tunnel.