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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.

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STORY at Macy's

Makeup aficionados can make their own M.A.C. Cosmetics palettes and learn how to create a “unicorn eye look,” while kids can participate in D.I.Y. projects with Crayola, including decorating and designing their own Levi’s pieces as part of an exclusive Levi’s x Crayola collaboration.

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

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story at macy's

There are more than 300 color-inspired events happening across all 36 stores from now until June 26, 2019, when the theme will transform into something new. Visit STORY on the Macy’s website to see what events are coming up in your local Macy’s. If you need us, we’ll be in Herald Square playing a few games on STORY’s new LED Ping-Pong table.

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