Macy has found a way to roll storytelling and one of the most popular social media channels into a retail experience at 36 stores in 15 markets.
The STORY at Macy’s experiences average 1,500 square feet where big brands like MAC Cosmetics, Crayola and Levi’s Kids will stage events and experiences. Seventy small businesses are also in the mix where customers will find hundreds of curated products, narrative-driven merchandising and engage in community events.
“It feels a lot like a real life version of scrolling through Instagram,” Rachel Shechtman, founder of STORY and Macy’s brand experience officer, says.
STORY Color is the first theme running through June 26 with more than 300 color-related events planned. The themes will change every few months.
A team that includes award-winning NYC designer David Stark was given a blank canvas to envision a way to introduce the STORY brand at scale through a vibrant experience. Longtime STORY partner FLOR enlivened the space with a custom pixelated patterned carpet that helps navigate guests across a spectrum of color and cross-category merchandise. And Italian fixture company ALU customized one of its signature fixture systems, Macy’s said.
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The MAC Cosmetics experience, which had only been available at its professional stores, features a “Make Your Own” palette station and beauty classes. Crayola will hold hands-on workshops featuring its Create it Yourself Network of crafting videos using Crayola products. Crayoligraphy hand lettering workshops will be held with influencers such as @AllWriteByMe, @theblondescribe and @angeliqueink at select locations. Levi’s Kids will preview a selection of pieces from its exclusive Levi’s x Crayola collaboration debuting at Macy’s for back-to-school.
At Macy’s flagship Herald Square location, STORY at Macy’s covers more than 7,500 square feet of continuous retail space on the main floor and mezzanine levels. A broader number of partners feature a range of independent brands, such as Brooklyn-based handbag customization kit ‘I Made that Bag,’ Fun Socks and colorful glasses from Izipizi.