Our Favorite Chelsea Concept Shop, STORY, Is Back and Better (and Bigger) Than Ever

When we heard that STORY was having a blow-out sample sale, we were over-the-moon excited. Until we realized it was because the ever-changing concept store was closing. Well, turns out it wasn’t closing for good—just moving on to bigger and better things with the help of another New York City icon, Macy’s.

Starting today, Macy’s is opening 36 in-store STORY boutiques across 50 states, including our very own Herald Square location. And, not to brag, but the Manhattan location is just a bit better than all the others.

Story at Macys

As you might remember, STORY is like a living magazine spread, with specially curated products from both our favorite big names as well as little-known brands we quickly fell in love with. STORY at Macy’s is following in that tradition starting with the theme “Color.” And while each store across the country will carry the same range of on-theme items (more than 400 of them, to be exact) and host events and activities for shoppers of all ages (like the chance to design your own M.A.C. Cosmetics palette or help your little one decorate a mini Levi’s x Crayola jacket), the Herald Square location also boasts a few treats and features unique to NYC. 

For one, the space: STORY at Macy’s let New York designer David Stark run wild with the rainbow concept to create his own bright and wonderful circus. There are cozy, colorful faux-fur columns leading the way to a giant interactive neon light experience by LiteZilla. Artist Georgia Elrod, a longtime friend and contributor to STORY, created an original mural, which sits right next to an LED ping-pong table. You’ll also find an extended range of products from small New York–based businesses like Izipizi, Fun Socks and Brooklyn-based handbag customization kit ‘I Made that Bag.’

STORY at Macy’s

Rachel Shectman, founder of STORY and brand experience officer for Macy’s, says, “The STORY at Macy’s experience feels a lot like a real-life version of scrolling through Instagram; where 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.”

We don’t often find reasons valid enough to warrant a trip to midtown, but an LED ping-pong table might just fit the bill.