Ladies & Gents

STORY at Macy’s: Reinventing Themes, Curating Object, Anticipating Trends

February 10, 2016 | BTSNYC

Let’s reinvent everything every 4 to 8 weeks! “STORY at Macy’s is a space that has the point of view of a magazine, changes like a gallery and sells things like a store.”

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STORY at Macy’s has a fantastic concept, right? We love the math: reinventing themes, curating object and anticipating trends!

To start, the space was launched in the end of 2011 by Rachel Shechtman. She’s been was nominated as “one of Fast Company’s 100 Most Creative People in Business and Fortune Magazine’s 40 under 40”.

So how did it all start?

“Founded by Rachel Shechtman, a former brand consultant for Kraft, TOMS shoes and Lincoln, the idea was to create a retail concept that would serve as a matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.”

So, let’s go back and understand what their concept actually means.

Well, every four to eight weeks, the 2000 sq ft store completely reinvents itself presenting new themes, objects and trends!

They do a complete makeover from merchandise and store design to floor plan and fixtures.

A few themes they’ve explored are:

  • Design: During NYC Design week)
  • Style.Tech: Connects the dots between style and technology)
  • His: An experiential dialogue about men’s grooming and style)
  • Good: Tapping into our collective power to make change)
  • and other theses like Love, New York, Wellness, Art and more!

As Beth Comstock, CMO and GE at STORY says:

“There is a huge value for brands in having a place where you can experiment, and to have a lab that actually creates a profit and a recurring revenue stream, and gives people a good experience.”

We couldn’t agree more! We love the entire concept, the product curation and specially the experience provided to every single customer that walks into the store!

So, go see what we mean by: reinventing themes, curating object and anticipating trends! They have closed their Chelsea store and now can be found in multiple Macy’s department stores!

We are all about local businesses, but in this case, STORY grew into STORY at Macy’s and is expanding! If you want to go back to exploring something local, a great spot is Rough Trade, in Williamsburg.

Hours: Check store hours online.

Location: Multiple Macy’s locations, please check online.

Photo Credits: Courtesy of This is Story at Macy’s
*Last Update on March/2020.*

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