# Color-Coordinated Shop-in-Shops STORY at Macy’s Encourages Exploration Through Color By Laura McQuarrie | Published 2019-04-11 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/story-at-macys References: [businesswire](https://www.businesswire.com/news/home/20190410005461/en/) & [macysinc](https://www.macysinc.com/investors/news-events/press-releases/detail/1555/macys-launches-story-the-narrative-driven-retail) 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](https://www.trendhunter.com/trends/only-red-world) for STORY at [Macy’s](https://www.trendhunter.com/trends/smallformat-department-stores). 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](https://www.trendhunter.com/trends/interactive-cosmetics-retail-stores-watsons-upgrades-its-stores-for-gen-z-a)." 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. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 91% | Activity: 74% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Retail:** The use of immersive environments and interactive products can offer a more engaging shopping experience, like Color STORY at Macy's. - **Curation by Theme:** Organizing products by a central theme, such as color, can create a unique shopping experience and attract customers. - **Rotating Themes:** Offering regular updates and changes to the theme can keep customers engaged and coming back for more, like the rotating themes at STORY at Macy's. ### Sectors Adopting This - **Retail:** Integrating technology and immersive experiences into the retail space can provide a competitive advantage and improve the customer experience. - **Fashion:** Creating themed product displays can showcase different styles and encourage self-expression, like the color-based displays at STORY at Macy's. - **Education:** Offering classes and events that tie into the theme of the product displays can create a more immersive experience and foster a sense of community at the store. ## Related on Trend Hunter - [Small-Format Department Stores](https://www.trendhunter.com/trends/smallformat-department-stores.md) - [Immersive Gondola Displays](https://www.trendhunter.com/trends/immersive-makeover.md) - [Design-Forward Concept Stores](https://www.trendhunter.com/trends/target-soho.md) - [Community-First Beauty Hubs](https://www.trendhunter.com/trends/club-mac.md) - [Immersive Spring-Themed Exhibits](https://www.trendhunter.com/trends/colors-in-bloom.md) - [Chic Private Retailer Housewares](https://www.trendhunter.com/trends/arch-studio-home-collection.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md) - [Accessible Fashion Tours](https://www.trendhunter.com/trends/walmart-style-tour.md) - [Cinematic Holiday Retail Pop-Ups](https://www.trendhunter.com/trends/wicked-good-holiday-campaign.md)