# Experiential Nursery Shops STORY at Macy’s Collaborated with DICK’S Sporting Goods & Miracle-Gro By Laura McQuarrie | Published 2019-07-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/story-at-macy-s References: [businesswire](https://www.businesswire.com/news/home/20190709005488/en) & [macys](http://www.macys.com/outdoorstory) STORY at Macy, the narrative-driven experiential retail concept, is now launching an unlikely collaboration with DICK’S Sporting Goods and [Miracle-Gro](https://www.trendhunter.com/trends/full-bush-summer) for its 'Outdoor STORY.' The collaboration brings the outdoors inside with curated merchandise, a fun design and even recreational activities. Outdoor STORY features the newly launched hydroponic Miracle-Gro Twelve Indoor Growing System for harvesting herbs and vegetables and home. Additionally, the store space gives consumers the opportunity to purchase live plants and will offer a preview of Miracle-Gro's Greendigs campaign, which is centered on enhancing physical spaces with plants. As well as being a fun place to explore and shop for a variety of plants, planters and plant care items, the Outdoor STORY at [Macy's](https://www.trendhunter.com/trends/macys-mstylelab) promises plenty of "endlessly [Instagram](https://www.trendhunter.com/trends/artificial-intelligence-agent)-friendly moments." ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 71% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Retail:** Opportunity for businesses to create immersive and engaging retail experiences that go beyond traditional shopping. - **Indoor Gardening:** Growing interest in indoor gardening opens up possibilities for innovative products and services in the plant care industry. - **Branding Collaborations:** Collaborations between unlikely partners offer opportunities for brands to combine their expertise and appeal to new customer segments. ### Sectors Adopting This - **Retail:** Retailers can reimagine their stores as experiential spaces to attract customers and drive engagement. - **Plant Care:** The rise of indoor gardening provides opportunities for companies to develop innovative products and services for plant enthusiasts. - **Marketing and Partnerships:** Brands can explore collaborations with non-traditional partners to create unique and memorable experiences for customers. ## Related on Trend Hunter - [Kind Gardening Pop-Ups](https://www.trendhunter.com/trends/compassion-store.md) - [Patterned Floral Gardening Clogs](https://www.trendhunter.com/trends/gardening-clog.md) - [Design-Forward Countertop Herb Vases](https://www.trendhunter.com/trends/lettuce-grow.md) - [Compassion-Focused Retail Concepts](https://www.trendhunter.com/trends/compassion-stores.md) - [Immersive Sports Supplies Stores](https://www.trendhunter.com/trends/vegas-sports.md) - [Outdoor Plant Communal Spaces](https://www.trendhunter.com/trends/nursery-at-public-records.md) - [Farm-Centric Pop-Up Experiences](https://www.trendhunter.com/trends/the-carousel-bloomingdales.md) - [Flower-Centric Events](https://www.trendhunter.com/trends/macys-flower-show.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md)