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Entrance to the Feel Good STORY at Macy's shop

Feel Good STORY at Macy’s


STORY at Macy’s, the ever-changing, narrative-driven retail concept inside 36 Macy’s stores nationwide, has unveiled its latest theme: “Feel Good.” From January 16 through April 11, 2020, Feel Good STORY brings a fresh focus on wellness. Feel Good STORY leverages the expertise of award-winning fitness and wellness media platform, Well+Good, to help customers explore ways to feel balanced, energized, and nourished.

Inside Feel Good STORY at Macy’s

The wellness-focused retail narrative invites discovery through three curated spaces. Each introduces merchandise and experiences to help customers feel balanced, energized and nourished.


STORY’s Balanced section is all about mindfulness and invites guests to pause for a complimentary meditation in partnership with Calm, the number one app for sleep, meditation, and relaxation.


To feel Energized, customers are invited to explore something new, from weighted arm bangles by Bala to an in-store barre fitness class.


Healthy habits are the focus of the Nourished area, which provides new takes on snacking from Dada Daily and alcohol-free elixirs by Seedlip.


Editor-Approved Tips and Tricks

'Good Advice' sign with tips from Well + Good in the Feel Good STORY at Macy's

Editor-approved intel from Well+Good adds to the customer experience. For example, shoppers will discover that to get a good night’s sleep, editors suggest “cooling down your bedroom,” alongside the dodow, a glowing timer that helps users fall asleep. Additional tips throughout the space cover topics like the benefits of dark chocolate, relaxation techniques and staying hydrated.

Partnering with STORY at Macy's allows us to share our rigorously researched editorial content in a new and exciting way, giving people in-person tips to feel more Balanced, Energized and Nourished.
—Alexia Brue, co-founder of Well+Good

In-Store Meditation Spaces and Wellness Events

To bring the Feel Good experience to life, STORY is energizing its in-store environment with meditation spaces in partnership with Calm, the number one app for meditation. STORY at Macy’s is also offering a range of community events focused on wellness. Featuring local experts in the health and wellness space, the events include cooking classes, panel discussions, journaling and meditation workshops, a manicure bar, yoga and barre classes and mocktail-making workshops.

STORY at Macy’s Wellness Products Online

A special selection of STORY at Macy’s wellness products, are also available on From a lavender mimosa candle by Paddywax to a collapsible foam roller by Brazyn Life. Online shoppers are sure to discover something that will make them feel good.

Feel Good STORY at Macy’s Herald Square and Macy’s State Street

Customers can meditate in the Calm Booth by ROOM in the Feel Good STORY experience at Macy's

The STORY at Macy’s experience at the flagship store in New York City’s Herald Square gives visitors even more ways to find their feel-good moment. Macy’s Herald Square visitors can enjoy meditation within Calm Booths by ROOM, soundproof and acoustic booths designed to bring mindfulness into busy environments. In the Nourished section, the Herald Square STORY at Macy’s also offers a convenient market stocked with healthful grab-and-go snacks, from grain-free granola to diet-compliant bites by Sun & Swell.

At both the Herald Square and State Street Chicago STORY at Macy’s locations, Farmer’s Fridge, a vending machine stocked with healthy options, like salads and breakfast bowls, gives shoppers an added boost of nourishment.

Feel Good STORY Event Highlights

For a complete list of Feel Good STORY events and to RSVP, visit