Thirty-Six Macy's store across the country recently launched the pop up Story. This narrative approach gives shoppers even more reason to stop in and see what's new. The first theme “Color” is certain to brighten any mood with its rainbow hue of giftable and fun products from various vendors.
Macy’s Inc. acquired Story, the New York City-based store last year. The unique concept changes its design and products every few weeks so customers are continuously discovering new items. According to the press release, “Color STORY, Macy’s brings its ‘feed’ to life via a bright 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 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 & doughnuts from LA-based chocolatiers Compartes – there is truly something for everyone. To further bring color authority to the conversation through color-inspired events and experiences, MAC Cosmetics, Crayola®and Levi’s® Kids contribute an exciting lineup of events and integrated merchandise moments.”
The Philadelphia launch included colorful treats, beverages and flowers. Customers and employees enjoyed checking out various items in their favorite colors. This store within a store features products based on specific themes that will change every few months.
With moderately priced items, it was hard to choose just one so I grabbed a few favorites. “You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it!” according to Rachel Shechtman, Macy’s brand experience officer.. “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.”
Available now and through Wednesday, June 26, Color STORY will engage customers through its calendar of events and classes, focused on self-expression and creativity. For more information on STORY at Macy’s locations and for a listing of events by store, please visit macys.com/STORY.
STORY is available at the following stores:
· Macy’s South Coast Plaza – Costa Mesa, CA
· Macy’s Newport Fashion Island – Newport Beach, CA