Quick-change Manhattan retailer Story partnering with health insurance giant

Story, the 2,000-sq.-ft. Manhattan store that changes its theme, interior design and product mix every four to eight weeks, is teaming up with health services provide Cigna for its next iteration.



The retailer will unveil its “Feel Good” concept on Tuesday, Jan. 19. The installation will be open through Feb. 28, and customers will be able to participate in a variety of classes and panel discussions focusing on health and wellness, in addition to shopping for the latest trends in healthy living.



The concept will leverage Cigna's mind/body health and fitness expertise, and offer over 20 events, featuring Cigna coaches from around the country and NYC fitness gurus to help lead panel discussions and fitness classes.





The collaboration marks a first for Cigna and will leverage its position as a healthcare partner through an immersive retail experience, grounded in expertise from Cigna's health engagement and improvement initiatives.



“The partnership is truly groundbreaking in scope,” said Story founder Rachel Shechtman. “Our intention was to create a 360-degree experience around a topic that’s more important than ever: taking control of one’s health.”



Consumers will have the opportunity to experience some of the latest technologies offered in health and wellness, including the debut of the Cigna Virtual Relaxation Pod, an innovative virtual reality experience using Oculus technology. Visitors will be transported to one of three VR environments, accompanied by expert guided meditation to promote mindfulness.



“Cigna is all about developing effective ways to help people achieve healthier, more secure lives,” said Cigna chief marketing officer, Lisa Bacus. “Story provides a wonderful platform to help us learn and understand your interests, preferences and health, so that we may meet you where you are and help get you to where you want to be.”



Merchandise has been categorized by section and selected to support the discovery of emerging technologies, brands, and health solutions. The “Good Plan” section, for example, feature items such as a Bluetooth-enabled blood pressure monitor, a connected watch and a sonic-powered silicone toothbrush. Another section, “Good Eats, will feature healthy items selected by an online artisan marketplace.