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Macy’s tells a new Story in 36 stores

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Story, the retail concept that takes a themed approach to selling ‘curated’ items and which was acquired by Macy’s almost a year ago, launched in 36 of the department store retailer’s outposts across the US yesterday. 

Most of the Story spaces average 1500 sq ft, but the space that has been devoted to the idea in the New York flagship measures a sizable 7,500 sq ft and as the current ‘Color’ story will only be in place until late June, this is about offering Macy’s shoppers reasons to come back.

And to provide a versatile and easily adaptable canvas for its merchandise assortment, STORY leaned on its partnership with Italian fixture company ALU, which customized one of its signature fixture systems to serve STORY at Macy’s ever-changing model while also offering a fresh look.

‘Color’ in this instance actually means a series of colour-blocked areas within the shop-in-shop in which all of the items may be utterly different, but they do share a common hue. As such it is about collective identity and showing how careful selection can lead to an in-store area that may have some items that are similar to what is on offer elsewhere, but which look different.

Macy’s made a canny move when they bought Story last year, locking in founder Rachel Shechtman as part of the team to make this one work. Previously, Story was a 2,000 sq ft standalone proposition in lower Manhattan.