Macy's is ready to tell a new “story,” one driven by experience and surprise.

After acquiring STORY, the narrative-driven New York-based concept shop in 2018, Macy’s launching it today in 36 stores nationwide, including Ridgedale Center in Minnetonka. The retailer kept the news under wraps until Wednesday.

“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,” Macy’s Inc. chairman & chief executive officer Jeff Gennette said in a statement.  

The STORY theme will change every few months, starting with “color,” which Macy’s will explore through products, experiences and partnerships with color-driven brands like Crayola and MAC Cosmetics. The shop-within-shop features more than 70 small businesses featuring more than 400 products for women, men, kids, and the home, according to Macy’s. That includes bath bombs from Minneapolis-based Da Bomb Fizzers, started by teenage sisters.
 

“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,” says Rachel Shechtman founder of STORY and now Macy’s brand experience officer. 

The shop will feature unique hands-on experiences like MAC’s make your own palette station, and Levi’s Kids collaboration with Crayola, which will launch mid-June in select stores. A full calendar of events and classes focused on self-expression and creativity is available online.

Color STORY will run through June 26.