Story at Macy’s, the always changing “store to explore” within 36 Macy’s locations nationwide, has unveiled its second experiential concept: Outdoor Story.
A collaboration with Dick’s Sporting Goods and Miracle-Gro, the themed stores will run until September, offering Macy’s customers an outdoor-inspired experience that places an editorial focus on entertaining, bringing the outside indoors, as well as recreational activities, the company said. Story at Macy’s explores the theme through a mix of curated merchandise from more than 70 brands, dynamic store design, and community-focused event programming which ranges from indoor gardening workshops to outdoor activities such as kayaking on the Hudson River.
The Outdoor Story will further support the Macy’s brand experience approach via a variety of cross-merchandising strategies and event programming that showcases the community of each brand. Over the span of two months, Story will program more than 250 events taking place at the 36 locations nationwide. The events will spotlight local experts, while bringing the values of Dick’s Sporting Goods and Miracle-Gro to life through hands-on workshops and outdoor activities.
“I think people may be surprised and intrigued by our partnerships, and that is exactly what we wanted. We want to show both consumers, as well as businesses, that collaboration is the new competition; bringing together brands as storytellers to add authority and authenticity to a subject matter, like we are doing with Dick’s and Miracle-Gro, benefits both the customer and the business,” said Rachel Shechtman, Macy’s brand experience officer and founder of Story. As the retail industry continues to evolve, Shechtman noted that, “The timing felt right to lean on each brand’s respective strengths to empower new modes of collaboration and learning.”