STORY has explored a variety of experiential pop-ups and themes in collaboration with various retailers and its latest collaboration introduces a color-based setting for STORY at Macy’s. More than 70 big and small businesses have partnered with STORY at Macy’s to create Color STORY, where consumers are invited to explore products that are arranged by hue. According to Macy’s brand experience officer, Rachel Shechtman, who founded STORY, "The STORY at Macy’s experience feels a lot like a real-life version of scrolling through Instagram."
STORY at Macy’s is launching in 36 stores, with a theme that will change every few months to offer a fresh new experience for people each time they visit.
As well as being able to shop in a beautifully curated shop-in-shop, consumers will also be able to participate in special events and classes that are based upon self-expression and creativity.