Macy's narrative-driven STORY unveils 'feel good' theme.


Byline: Gabrielle Saulsbery

Story, Macy's narrative-driven retail concept, unveiled its latest theme Thursday at 36 stores nationwide including locations in Bridgewater, Freehold Township, Short Hills and Wayne.

The new theme "feel good" focuses on wellness in partnership with fitness media platform Well+Good and will feature three curated spaces related tofinding balance, energy and nourishment.

The "balanced" space will offer complimentary meditation in partnership with relaxation app Calm. The "energized" space will offer new products and in-store fitness classes. The "nourished" space will offer healthy snacking ideas from aesthetically minded snack food company Dada Daily, and booze-free Seedlip cocktails.

Story will host events including local experts in the health and wellness space for cooking classes, panel discussions, journaling and meditation workshops, a manicure bar, yoga and...

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