US department store Macy’s has opened its “narrative-driven retail concept shop” Story in 36 locations across the US.

The store concept takes an editorial approach to retail, launching with “colour” as an inaugural theme, inviting customers to explore and experience colour through a rainbow of curated, giftable products and more than 300 colour-inspired events.

“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 Macy’s chairman & CEO Jeff Gennette.

“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 Macy’s chairman & CEO Jeff Gennette.

“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 Macy’s chairman & CEO Jeff Gennette.

“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 Macy’s chairman & CEO Jeff Gennette.

Story themes will change every few months with new concepts featuring 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 Story founder and Macy’s brand experience officer Rachel Shechtman.

In the lead up to launch, more than 270 dedicated Story managers and “storytellers” were hired and participated in an experiential retail training program that immersed staff with integrated roles on everything from building fixtures to customer engagement and event production.

Story at Macy’s averages 1500sqft, cumulatively representing more than 55,000sqft of main-floor retail space across all 36 stores. Herald Square serves as the flagship location, where Story at Macy’s covers more than 7500sqft of continuous retail space on the main floor and mezzanine levels. The expanded space showcases a broader range of partners and interactive experiences than in other locations.

“The Story at Macy’s experience feels a lot like a real-life version of scrolling through Instagram,” added Shechtman. “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.”