Macy's rolls out concept store to Orlando location, 35 others

Cincinnati-based retail giant Macy's Inc. is rolling out a concept store it acquired in 2018 to 36 of its locations nationwide, including one in Orlando.

Macy's (NYSE: M) is rolling out Story, a New York-based experiential retail concept store it acquired in May 2018, to 36 locations. Story at Macy's launched in those 36 stores on April 10.

Story was launched in December 2011 to provide a new model for experiential retailing. Its website describes Story as taking the point of view of a magazine, changing like a gallery and selling things like a store. The shop reinvents itself every four to eight weeks, completely redesigning the interior of the store and its selection of merchandise in correspondence to a theme.

The opening theme of Story at Macy's will be "Color," offering a curation of color-coded products from brands like Mac Cosmetics, Crayola and Levi's Kids. Color will run through June 26. Each Story at Macy's location averages 1,500 square feet.

To pull off the launch of Story at Macy's, more than 270 employees were hired and trained through Macy's new "Know + Tell" experiential retail program that teaches staff everything from building fixtures to customer engagement to event production.

Macy's pulled in New York designer David Stark to create a vibrant colorful circus experience with faux fur columns and flooring company Flor for a custom pixelated patterned carpet in the rainbow theme of the "Color" pop-up.

"The Story at Macy’s experience feels a lot like a real life version of scrolling through Instagram," Story founder and Macy's brand experience officer Rachel Shechtman said in a news release. "You discover things you weren’t looking for but are inspired by all the fun finds – the second you see it, you need it!"

Color in Story at Macy's brings together more than 400 products from 70 big brands and small businesses. Those include the in-store debut of Primary, a previously online-only kidswear brand, as well as gourmet chocolate bars with flavors like coffee and doughnuts from Los Angeles-based chocolatier Compartes.

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Macy's is changing the way we shop by laying out their stores as an instaram post, or magazine advert look-a-like.