Macy’s newest ‘story’ is wellness

Macy’s is encouraging consumers to “feel good” in the newest version of its ever-changing, narrative-driven in-store experiential concept. 

The department store retailer has added “Feel Good Story” shops to 36 locations nationwide. The concept is the latest iteration of Story at Macy’s and comes about 20 months after Macy’s acquired Story, the experiential Manhattan retailer that reinvents itself with a new theme every couple of months.

Macy’s is partnering with fitness and wellness media platform Well+Good on the wellness-focused shop concept, which features three curated spaces with merchandise and experiences to help shoppers feel “balanced, energized and nourished.” 

To bring the Feel Good experience to life, the in-store environment includes meditation spaces in partnership with the sleep, meditation, and relaxation app Calm at all locations and a range of community-centered events focused on wellness. The shops will host events featuring local experts in the health-and-wellness space for cooking classes, panel discussions, meditation workshops, a manicure bar, yoga and barre classes and more. 

Macy’s Herald Square flagship in New York City will leverage its large footprint with an expanded Story experience that includes The Calm Booth by ROOM, a soundproof and acoustic booth “designed to bring mindfulness into busy environments. The Nourished section includes a market stocked with healthful grab-and-go snacks. And at both Herald Square and State Street Chicago, the shop will feature Farmer’s Fridge, a vending machine stocked with healthy options such as salads and breakfast bowls.

“Feel Good Story” has launched at the following Macy’s locations:
•    Macy’s South Coast Plaza – Costa Mesa, Calif.
•    Macy’s Newport Fashion Island – Newport Beach, Calif.
•    Macy’s Stoneridge – Pleasanton, Calif.
•    Macy’s Union Square – San Francisco
•    Macy’s Westfield Valley Fair – Santa Clara, Calif.
•    Macy’s Boca Raton Town Center – Boca Raton, Fla.
•    Macy’s Dadeland – Miami
•    Macy’s Orlando Millenia – Orlando, Fla.
•    Macy’s Lenox Square- Atlanta, Ga.
•    Macy’s Perimeter – Atlanta, Ga.
•    Macy’s State Street – Chicago
•    Macy’s Woodfield – Schaumburg, Ill.
•    Macy’s Castleton Square – Indianapolis
•    Macy’s Fayette – Lexington, Ky.
•    Macy’s Ridgedale – Minnetonka, Minn.
•    Macy’s Las Vegas Fashion Show – Las Vegas
•    Macy’s Bridgewater – Bridgewater Township, N.J.
•    Macy’s Freehold – Freehold Township, N.J.
•    Macy’s Short Hills – Short Hills, N.J.
•    Macy’s Willowbrook – Wayne, N.J.
•    Macy’s Brooklyn – Brooklyn, NY
•    Macy’s Roosevelt Field – Long Island, N.Y.
•    Macy’s Herald Square – New York, N.Y.
•    Macy’s Queens Center – Queens, N.Y.
•    Macy’s Cross County – Yonkers, N.Y.
•    Macy’s Kenwood Towne Centre – Cincinnati
•    Macy’s Easton Town Center – Columbus, Ohio
•    Macy’s Polaris Fashion Place – Columbus, Ohio
•    Macy’s Center City – Philadelphia
•    Macy’s Ross Park – Pittsburgh
•    Macy’s Northpark Center – Dallas
•    Macy’s Houston Galleria – Houston
•    Macy’s Memorial City – Houston
•    Macy’s Bellevue – Bellevue, Wash.
•    Macy’s Alderwood – Lynnwood, Wash.
•    Macy’s Metro Center – Washington, D.C.