The launch was done in a rather vibrant fashion via Story’s partnerships with Crayola, MAC Cosmetics and Levi’s Kids. Story at Macy’s shop on the second-floor mezzanine was like entering a rainbow filled with product that would make even the most dyed-in-the-(black)-wool New Yorker revel in all the surrounding color.
Shoppers at Herald Square may find Story at Macy’s hard to resist. It’ll draw in not just tourists who visit the historic store for souvenirs but also locals who need a last-minute gift (and end up buying something for themselves as well).
Story at Macy’s in Herald Square weaves through 7,500 square-feet with 110 vendors represented in the space. The store within the flagship location is much larger than other Story locations, which average at 1,500 square feet and 70 vendors.
During the event, Rachel Shechtman, founder and brand experience officer, Story, revealed to the crowd that Story is celebrating its year anniversary. Shechtman also shared her revelation of building Story at Macy’s while launching the Herald Square store.
“Our ‘a-ha moment’ we had was that we are showing product differently for our customers,” says Shechtman. “We’re starting with a blank canvas, so let’s test and learn. We treated every step of the process as a test for our colleagues at Macy’s and our vendor community.”
Part of Story’s appeal is reaching multiple generations. Children will want to explore the area and spend time at the Crayola bench drawing their latest masterpiece for their parents, who will like Story not just for its kid-friendly atmosphere but for its selections of products at reasonable price-points.
Some of the activations included exclusive back-to-school fashions by Levi’s Kids, with a selection available at Story at Macy’s ahead of the season. Crayola and Levi’s Kids have collaborated for a “create-it-yourself” event, where kids can decorate their Levi’s denim jackets and t-shirts with Crayola patches.
At Story at Macy’s, playtime isn’t just for kids. MAC Cosmetics has a make-your-own palette station at most Story at Macy’s shops and will host beauty classes with makeup artists. A make-your-own-bag station at the Herald Square location encourages shoppers to create an envelope bag with I Made That Bag.
Jeff Gennette, chairman and chief executive officer, Macy’s, spoke on the many reasons Macy’s paired with Story. There were specific touchpoints made by Story, like attracting new partners and making the retail experience fun, that has sparked excitement within the company.
“We’re inspired, and it’s a really good start," says Gennette.