Department store stalwart Macy’s is bringing what it calls a “narrative-driven retail concept” to 36 stores nationwide, including two in Houston at the Galleria and Memorial City Mall. Story is designed to showcase items and events that fit within individual editorial themes. Events and classes, focused on self-expression and creativity, run through June 26.
The inaugural concept, “Color,” invites customers to explore and experience color through a rainbow of curated, giftable products and through a range of more than 300 fun color-inspired events. Customers can expect 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 and doughnuts from Los Angeles-based chocolatiers Compartes, Color offers something for everyone. To further bring authority to the planned color-inspired events and experiences, the retailer sought participation from MAC Cosmetics, Crayola and Levi’s Kids, all of which will contribute what Macy’s calls “an exciting lineup of events and integrated merchandise moments.” Story spaces within the Macy’s stores average 1,500 square feet.
For the Color theme, Macy’s harnessed the creativity of several industry leaders to create what the brand hopes is an unforgettable experience for shoppers. 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 store spaces with a custom pixelated patterned carpet, creating an organizing principle to help navigate guests across a spectrum of color and cross-category merchandise.
The Story concept should be of interest to shoppers who might typically shop smaller stores with well-curated inventory. Houstonians can look for colorful events such as DIY Mother's Day cards and smoky eye lessons, courtesy of MAC.