Outdoor, the second Macy's STORY theme, marks a set of firsts for Macy’s, as the national department store partners with the nation’s largest sporting goods retailer, DICK’S, and the category leader in gardening, Miracle-Gro, to bring the theme to life.
DICK’S Sporting Goods
STORY at Macy’s signature, collaborative DNA is further expressed through the first-of-its-kind partnership for Macy’s and DICK’S. The sporting goods retailer came to life inside STORY through a highly curated mix of apparel and hard goods from DICK’S own private brands, Alpine Design and Field & Stream, making this their first debut at another major retailer.
We want to show both consumers, as well as businesses, that collaboration is the new competition; bringing together brands as storytellers to add authority and authenticity to a subject matter, like we are doing with DICK’S and Miracle-Gro, benefits both the customer and the business.
—Rachel Shechtman, founder of STORY and Macy's brand experience officer
Outdoor STORY brought nature indoors with a range of products and events that leveraged the power and expertise of Miracle-Gro. All 36 STORY at Macy’s locations featured the newly launched Miracle-Gro® Twelve™ Indoor Growing System, an easy-to-use, hydroponic unit specifically designed to blend seamlessly with existing home décor while growing a wide variety of foods like lettuce, kale, basil and mint indoors.
In addition to furniture that grows, STORY at Macy’s shoppers were able to purchase a range of live plants to highlight favorite spots in their home and living spaces. Outdoor STORY serves as an experiential teaser campaign for Greendigs, a new online brand with a mission to make the spaces in your life better with plants. Backed by the power of ScottsMiracle-Gro® and a designer’s eye, Greendigs is about inspiring people to find, care for, and grow plants in and around their homes. This Macy’s curated selection of plants, planters, and other plant care items was designed to make growing and caring for plants simple. Greendigs will officially debut in the fall, following its STORY at Macy’s test run.
An Outdoor Adventure
An ambitious creative vision infuses the STORY spaces, taking customers on an outdoor adventure through lush greenery, playful landscapes, and endlessly Instagram-friendly moments, including kidpreneur Mikaila Ulmer’s Me & the Bees™ lemonade stand at Herald Square. Current by GE’s Tetra contour lighting highlighted ‘greenhouses’ on the main floor of Herald Square, guiding customers through a fauna circus on the mezzanine.
To enrich the Outdoors experience for customers, STORY hosted a range of dynamic indoor and outdoor activities.
Over the span of two months, STORY at Macy’s programmed more than 250 events taking place at 36 locations nationwide. The events spotlighted local experts, while bringing the values of DICK’S Sporting Goods and Miracle-Gro to life through hands-on workshops and outdoor experiences. Highlights included herb garden planting, planter customization workshops, terrarium making classes, tie-dye t-shirt making tutorials, cornhole tournaments and barbecue cooking classes that will feature a make your own custom BBQ sauce station.
For more information on STORY at Macy’s locations and for a listing of events by store, please visit macys.com/STORY.