Macy's, Inc. is gradually reopening stores with safety being a top priority. Macy's, Inc. COVID-19 Response and FAQs

The Color STORY at Macy’s


STORY, Macy's latest venture, takes retailing in a new direction with a narrative-driven concept that curates product arrays according to a theme that changes every few months. STORY products are placed in their own shop within Macy’s stores where customers can always discover something new and exciting as the collections change.

The premiere theme of the 36 STORY at Macy's shops was “Color.” To bring the “Color” theme to the forefront, the team assembled a creative collective of industry leaders to design a truly unforgettable in-store experience.

This debut STORY concept invited customers to explore and experience color through a rainbow of giftable products and more than 300 fun color-inspired events.

For this STORY, more than 70 small businesses featuring more than 400 products for men, women, kids and the home came together to make the experience a gifting destination. From the national in-store debut of Primary, an online kidswear brand, to gourmet chocolate bars in unique flavors like coffee & doughnuts from LA-based chocolatiers Compartes – there is truly something for everyone.

To further bring color authority to the conversation through color-inspired events and experiences, MAC Cosmetics, Crayola® and Levi’s® Kids have contributed an exciting lineup of events and integrated merchandise moments focused on self-expression and creativity.

For more information on STORY at Macy’s locations and for a listing of events by store, please visit