TORY at Macy’s, the always-changing, narrative-driven concept store inside 36 Macy’s locations nationwide, kicks off the holiday season with the launch of its latest theme: “Home for the Holidays.” As an editorial-inspired, living gift-guide, the concept showcases gifting options within home-themed environments. Opening today and running through December 31, “Home for the Holidays STORY” offers a one-stop destination for everyone on your holiday list as shoppers explore stylized spaces that correspond to different gift recipients. Featuring more than 900 gifts from 200 small businesses, including items for foodies, lovers of travel, glam treats, tech and DIY kits, pet accessories and more, STORY at Macy’s is the home base for a wonderland of presents to explore and discover this holiday season.
“This is our first ‘Home for the Holidays’ installation at our new home inside 36 Macy’s stores nationwide,” noted Rachel Shechtman, STORY founder and Macy’s brand experience officer. “For this year’s living gift guide, we are bringing shoppers a wonderland of gifts for everyone on their list in the ultimate home setting! Our special event programming will bring the magic of the season to life helping shoppers enhance their holiday celebrations.”
Each section of the ultimate holiday home features merchandise that speaks to a number of recipients. For the person who has everything, shoppers will discover food-themed finds, party and entertaining gifts, whimsical games, as well as travel, office, and pet accessories. For someone who deserves to treat themselves, it’s all about glam and comfort gifts. Cozy up with cold weather must-haves from Echo, candles from illume, and super-soft cashmere socks from iLux, all housed inside a warm and woodsy space. For someone especially hard to shop for, “Home for the Holidays STORY” offers the perfect gifts from grooming kits to tech items and rock music-inspired collectibles, and even a cocktail kit from Brooklyn’s Hella Bitters. And finally, for someone little and bright on your list, customers can discover great space and science-themed gifts, DIY kits and animal plush toys.
What would the holidays be without sweet treats? STORY at Macy’s has joined forces with Kellogg’s Rice Krispies Treats, a favorite in homes across the country for generations. “We are excited about bringing our brands to life in new contexts and occasions. When the opportunity to be a part of STORY’s Home for the Holidays installation at Macy’s came up, it seemed perfect for Rice Krispies Treats, to further spread our message of love through holiday events,” shared Gail Horwood, chief marketing officer Kellogg North America. In all 36 STORY at Macy’s locations, customers will be able to take a break from shopping and decorate their own holiday Rice Krispies Treats to gift to friends or enjoy at their own family celebrations.
At STORY at Macy’s flagship location inside Macy’s Herald Square in New York City, the wonder of the holidays will be celebrated with a larger-than-life experience, created with designer David Stark. “For the flagship location, we wanted to give shoppers the ultimate home experience and introduce them to our friends who’ve been part of STORY holidays year after year – David Stark designed our amazing flagship environment, artist Darcy Miller will bring our NYC section to life with original art and will host special events, and Iris Apfel is back by popular demand to sell jewelry from her personal collection,” added Shechtman.
At Herald Square, the concept offers an immersive experience that takes shoppers on a journey through four different, over-the-top, stylized homes chock full of gifts. Step inside a log cabin to discover gifts for someone who has everything, venture into an ice palace for gifts for those who deserve to treat themselves, explore a Mid-Century modern kitchen and find gifts for tasteful hosts and hostesses, and follow your inner child into a playroom filled with games and more. “The design is about joy, wonder, and getting lost in the moment. It is exciting for us to collaborate on bringing ‘Home for the Holidays STORY’ to life for its Macy’s holiday debut. Every year, we are inspired to create an immersive environment to bring theater and fun to holiday shopping and this year is no different as we create four different homes, each representing different gift recipients,” said David Stark, chief creative officer, David Stark Design and Production.
STORY’s ever-changing concepts would not be complete without a host of events. For “Home for the Holidays STORY,” the magic of that warm welcoming spirit comes to life through a mix of “mingling” and “making” events.