Macy’s partners with Kellogg’s for its holiday ‘story’

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Macy’s partners with Kellogg’s for its holiday ‘story’

By Marianne Wilson - 11/06/2019

Macy’s is celebrating the holidays — with a little help from a cereal giant — in its latest experiential store concept.

The department store retailer has added “Home for the Holidays”   shops to 36 locations nationwide. The themed shops are the third iteration of Story at Macy’s, and comes about 18 months after Macy’s acquired Story, the experiential Manhattan retailer that reinvents itself with a new theme every couple of months.

Running through Dec. 31, the in-store shop is designed as the “ultimate holiday home,” and houses more than 900 gifts from 200 small businesses, including foodie items, travel gifts, glam treats, tech and DIY kits, pet accessories and more. It also showcases Kellogg’s Rice Krispies Treats, with customers invited to decorate the treats to gift to friends or enjoy at home.

“This is our first ‘Home for the Holidays’ installation at our new home inside 36 Macy’s stores nationwide,” noted Rachel Shechtman, founder of Story and Macy’s brand experience officer. “For this year’s living gift guide, we are bringing shoppers a wonderland of gifts for everyone on their list in the ultimate home setting.”

Macy’s Herald Square flagship in New York features a larger-than-life Home for the Holidays installation, created with designer David Stark. It is designed as an immersive experience that takes shoppers on a journey through four different, stylized homes full of gifts. Shoppers can step inside a log cabin to discover gifts for someone who has everything, venture into an ice palace for gifts for those who deserve to treat themselves, explore a Mid-Century modern kitchen and find gifts for tasteful hosts and hostesses, and follow their inner child into a playroom filled with games and more

“The design is about joy, wonder, and getting lost in the moment,” said David Stark, chief creative officer, David Stark Design and Production. “Every year, we are inspired to create an immersive environment to bring theater and fun to holiday shopping and this year is no different as we create four different homes, each representing different gift recipients.” 

As part of “Home for the Holidays,”  Macy’s will host a series of special seasonal events, from ornament making to pop-up card creating seminars, to benefit Make-A-Wish as part of Macy’s Believe letter-writing campaign. A complete list of events is available at macys.com/STORY.

The “Home for the Holidays” installation is featured in the following Macy’s locations:
•    South Coast Plaza in Costa Mesa, Calif.
•    Newport Fashion Island in Newport Beach, Calif.
•    Stoneridge in Pleasanton, Calif.
•    Union Square in San Francisco
•    Westfield Valley Fair in Santa Clara, Calif.
•    Boca Raton Town Center in Boca Raton, Fla.
•    Dadeland in Miami, Fla.
•    Orlando Millenia in Orlando, Fla.
•    Lenox Square in Atlanta
•    Perimeter in Atlanta
•    State Street in Chicago
•    Woodfield in Schaumburg, Ill.
•    Castleton Square in Indianapolis, Ind.
•    Fayette in Lexington, Ken.
•    Ridgedale in Minnetonka, Minn.
•    Las Vegas Fashion Show in Las Vegas
•    Bridgewater Township, NJ
•    Freehold Township, NJ
•    Short Hills, NJ
•    Willowbrook in Wayne, NJ
•    Brooklyn, NY
•    Roosevelt Field in Long Island, NY
•    Herald Square in Manhattan
•    Queens Center in Queens, NY
•    Cross County in Yonkers, NY
•    Kenwood Towne Centre in Cincinnati
•    Easton Town Center in Columbus, Ohio
•    Polaris Fashion Place in Columbus, Ohio
•    Center City in Philadelphia
•    Ross Park in Pittsburgh, Penn.
•    Northpark Center in Dallas
•    Houston Galleria in Houston, Texas
•    Memorial City in Houston, Texas
•    Bellevue, Wash.
•    Alderwood in Lynnwood, Wash.
•    Metro Center in Washington, D.C.