In 2011, an ever-changing concept shop opened in New York City’s Chelsea neighborhood. Akin to a brick-and-mortar magazine spread, STORY quickly became one of our favorite places to score little-known brands, innovative items and quirky gifts. Now, you don’t have to be NYC-based to get in on the fun—Macy’s is opening 36 STORY boutiques across the country. Even better? They’re open right now.
Starting today, shoppers in 15 states can now pop into STORY at Macy’s to explore and experience a meticulously curated collection of fun new products and themed events. As with the OG shop, STORY at Macy’s will change concepts and themes every few months. First up: Color.