MAC Cosmetics, Crayola®, Levi’s® Kids and more
than 70 small businesses partner with STORY at Macy’s on Color
STORY, the inaugural theme where customers will find more than 400
curated products and enjoy engaging community events
STORY, the narrative-driven retail concept shop, will bring to
life an editorial approach to retail in 36 Macy’s (NYSE:M) stores
nationwide. Opening with “Color” as its inaugural theme, STORY at
Macy’s invites customers across the country to explore and
experience color through a rainbow of curated, giftable products
and through a range of more than 300 fun color-inspired events.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190410005461/en/
Macy's launches STORY, the
narrative-driven retail experience in 36 stores nationwide. MAC
Cosmetics, Crayola®, Levi's® Kids & more than 70 small
businesses partner with STORY at Macy's on Color STORY, where
customers will find hundreds of curated products and enjoy engaging
community events. (Photo: Business Wire)
“The discovery-led, narrative experience of STORY gives new
customers a fresh reason to visit our stores and gives the current
Macy’s customer even more reason to come back again and again
throughout the year,” said Jeff Gennette, Macy’s, Inc. chairman
& chief executive officer. “We’re excited about the potential
for STORY and are happy to be launching Color STORY in 36 stores
today.”
With themes changing every few months, STORY at Macy’s will
deliver new concepts through its signature blend of unique
collaborations, narrative-driven merchandising and dynamic event
programming. “The simultaneous launch of STORY at Macy’s in 36
stores across 15 states is the successful outcome of a reimagined
approach to cross-functional collaboration and the work of more
than 300 Macy’s colleagues who contributed to creating this new,
scalable business model nationwide,” said Rachel Shechtman, founder
of STORY and Macy’s brand experience officer. “I’m so proud of the
work this team did and look forward to continuing the STORY journey
at Macy’s.”
In the lead up to launch, more than 270 dedicated STORY Managers
and STORYtellers were hired and participated in “Know + Tell,” a
new experiential retail training program that immerses staff with
integrated roles on everything from building fixtures to customer
engagement and event production. To bring the Color theme to the
forefront, the team assembled a creative collective of industry
leaders to design an unforgettable in-store experience.
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 enlivens the space
with a custom pixelated patterned carpet, creating an organizing
principle to help navigate guests across a spectrum of color and
cross-category merchandise. 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 offering a fresh look for the Macy’s
shopper.
“The STORY at Macy’s experience feels a lot like a real life
version of scrolling through Instagram. You discover things you
weren’t looking for, but are inspired by all the fun finds – the
second you see it, you need it! We aspire to create that feeling
with the breadth of the narrative-driven merchandise edit we are
bringing to life with the launch of STORY at Macy’s across the
country,” added Shechtman.
For Color STORY, Macy’s brings its ‘feed’ to life via a bright
journey expressed through 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 & doughnuts from LA-based
chocolatiers Compartes – there is truly something for everyone. To
further bring color authority to the conversation through
color-inspired events and experiences, MAC Cosmetics, Crayola® and
Levi’s® Kids contribute an exciting lineup of events and integrated
merchandise moments.
MAC Cosmetics joins Color
STORY with an experience that, up until now, has only been
available at its professional stores. The experience features MAC’s
custom-build service, a “Make Your Own” palette station, available
at 30 select STORY at Macy’s locations. Color-curious guests will
also have the opportunity to take beauty classes on-site from
expert makeup artists, mastering spring’s must-have looks from
smokey eyes to festival-ready unicorn beauty. “We are excited about
MAC’s partnership with STORY. Creativity and innovation are an
integral part of MAC’s DNA and will play well with STORY’s colorful
new concept at Macy’s,” said Chris Good, president, MAC Cosmetics,
North America.
Crayola will have hands-on
workshops featuring its Create it Yourself (C.I.Y.) Network of
creative and clever crafting videos. This series inspires inventive
uses for Crayola products through hands-on workshops and classes
like Melted Crayon Canvas artwork to creating custom patches to
adorn classic Levi’s Kid’s Denim jackets and tees with Crayola
fabric markers. “At Crayola, we inspire creativity through color
and innovative play experiences. We are excited to partner with
STORY at Macy’s to celebrate their new opening and debut select
pieces from the Macy’s back to school exclusive Levi’s x
Crayola collaboration,” says Smith Holland, president and chief
executive officer, Crayola LLC. The colorful fun will also appeal
to big kids through events like P.S. We Love Hue:
CRAYOLIGRAPHY hand lettering workshops featuring Crayola Take
Note! markers and pens with crafting influencers such as
@AllWriteByMe, @theblondescribe and @angeliqueink, at select
locations.
Levi's Kids, manufactured
and distributed by Haddad Brands, will preview a selection of
pieces from its exclusive Levi’s x Crayola collaboration debuting
at Macy’s for back-to-school. A few select pieces from the
collaboration will be available before the full line officially
launches mid-June at select Macy’s stores nationwide. “We have a
successful history with Macy’s and, when we heard that STORY was
launching, we knew it was the right channel to build buzz around
our future collaboration,” explained Sam Haddad, principal, Haddad
Brands.
STORY at Macy’s averages 1,500 square feet, cumulatively
representing more than 55,000 square feet of main-floor retail
space across all 36 stores. Herald Square serves as the flagship
location, where STORY at Macy’s covers more than 7,500 square feet
of continuous retail space on the main floor and mezzanine levels.
The expanded space showcases a broader range of partners and
interactive experiences. New York designer David Stark expands his
vision into a colorful circus, complete with faux fur columns and
endless Instagram-able moments. The in-store design is animated
with a giant interactive Lite-Brite® experience produced by
LiteZilla and an illuminated rainbow tunnel featuring colorful
Tetra Contour technology from Current by GE. And further building
on STORY at Macy’s commitment to supporting small businesses, the
Herald Square flagship features an expanded range of independent
brands, such as Brooklyn-based handbag customization kit ‘I Made
that Bag,’ Fun Socks and colorful glasses from Izipizi. Longtime
STORY friend and collaborator, NY-based artist Georgia Elrod lent
her creativity to bring the experience full circle with an original
mural in the expanded event space – complete with an LED ping pong
table.
Opening today and running through Wednesday, June 26, Color
STORY will engage customers through its calendar of events and
classes, focused on self-expression and creativity. For more
information on STORY at Macy’s locations and for a listing of
events by store, please visit macys.com/STORY.
For media images please visit
https://macysinc.com/news-media/media-assets and select
STORY.
STORY at Macy’s launches today at the following stores:
- Macy’s South Coast Plaza – Costa Mesa,
CA
- Macy’s Newport Fashion Island – Newport
Beach, CA
- Macy’s Stoneridge – Pleasanton, CA
- Macy’s Union Square – San Francisco,
CA
- Macy’s Westfield Valley Fair – Santa
Clara, CA
- Macy’s Boca Raton Town Center – Boca
Raton, FL
- Macy’s Dadeland – Miami, FL
- Macy’s Orlando Millenia – Orlando,
FL
- Macy’s Lenox Square- Atlanta, GA
- Macy’s Perimeter – Atlanta, GA
- Macy’s State Street – Chicago, IL
- Macy’s Woodfield – Schaumburg, IL
- Macy’s Castleton Square – Indianapolis,
IN
- Macy’s Fayette – Lexington, KY
- Macy’s Ridgedale – Minnetonka, MN
- Macy’s Las Vegas Fashion Show – Las
Vegas, NV
- Macy’s Bridgewater – Bridgewater
Township, NJ
- Macy’s Freehold – Freehold Township,
NJ
- Macy’s Short Hills – Short Hills,
NJ
- Macy’s Willowbrook – Wayne, NJ
- Macy’s Brooklyn – Brooklyn, NY
- Macy’s Roosevelt Field – Long Island,
NY
- Macy’s Herald Square – New York,
NY
- Macy’s Queens Center – Queens, NY
- Macy’s Cross County – Yonkers, NY
- Macy’s Kenwood Towne Centre –
Cincinnati, OH
- Macy’s Easton – Columbus, OH
- Macy’s Polaris – Columbus, OH
- Macy’s Center City – Philadelphia,
PA
- Macy’s Ross Park – Pittsburgh, PA
- Macy’s Northpark Center – Dallas,
TX
- Macy’s Houston Galleria – Houston,
TX
- Macy’s Memorial City – Houston, TX
- Macy’s Bellevue – Bellevue, WA
- Macy’s Alderwood – Lynnwood, WA
- Macy’s Metro Center – Washington,
D.C.
About STORY
STORY is a new retail concept that changes every few months to
bring a new narrative experience to life through curated
merchandise and event programming. The ever-changing experience
began in 2010 in New York City, where STORY operated as an
independent small business for seven years and pioneered a retail
as media business model that changed every eight-weeks to open a
new theme while engaging brands as sponsors for each themed STORY.
Macy’s acquired STORY in 2018 and its founder Rachel Shechtman now
serves as Macy’s brand experience officer. STORY launches today as
STORY at Macy’s. Visit macys.com/STORY for more information.
About Macy’s
Macy's is America’s store for life. The largest retail brand of
Macy's, Inc. (NYSE:M) delivers quality fashion at affordable prices
to customers at approximately 640 locations in 43 states, the
District of Columbia, Puerto Rico, and Guam, as well as to
customers in more than 100 international destinations through
leading e-commerce site macys.com. Macy's inspires fashion
exploration and discovery through the most desired family of
exclusive brands for her, for him, for the home, and via our
dynamic mobile and social platforms. We know the power of
celebration, demonstrated through decades of memorable experiences
created during Macy's 4th of July Fireworks® and Macy's
Thanksgiving Day Parade®, as well as spectacular fashion shows,
culinary events, flower shows, and celebrity appearances. Macy's
flagship stores – including New York City’s Herald Square – are
internationally renowned and preeminent destinations for tourists.
With the collective support of our customers and employees, Macy's
builds community and helps make a difference in every market we
serve, supporting local and national charities by giving nearly $50
million each year, plus 146,000 hours of volunteer service. For
more than 160 years, Macy’s has, and continues to, make life shine
brighter for our customers, colleagues, and communities.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at macysinc.com/news-media.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190410005461/en/
Radina Russell646-429-7358Radina.Russell@macys.com
Orlando Veras646-429-7450Orlando.Veras@macys.com
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