STORY at Macy’s teams up with Well+Good to demystify wellness with curated products, health tips and experiences at 36 stores nationwide
STORY at Macy’s, the ever-changing, narrative-driven retail concept inside 36 Macy’s stores nationwide, unveils its latest theme: “Feel Good.” Now through April 2020, Feel Good STORY brings a fresh focus on wellness and uses merchandise curation and events to explore simple and actionable ways for customers to find greater balance, energy and nourishment. In partnership with the award-winning fitness and wellness media platform, Well+Good, Feel Good STORY leverages its expertise in the field to help define and demystify what it means to live a healthy life through both editorial tips and product picks.
The wellness-focused retail narrative invites discovery through three curatorial spaces and each introduces merchandise and experiences to help you feel Balanced, Energized and Nourished. The Balanced moment 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. Finally in Nourished, healthy habits are the focus with new takes on snacking from Dada Daily and alcohol-free elixirs by Seedlip.
STORY at Macy’s product curation meets with editor-approved intel from Well+Good to add a simple, informative layer to the 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 teaches you to fall asleep. Additional tips cover topics like the benefits of dark chocolate, relaxation techniques, and how to maximize your crystals. Well+Good also supports STORY’s merchandise curation by leveraging its 2020 Wellness Trends to inform product selections like snack-able chickpeas. Within these broad moments, STORY at Macy’s and Well+Good take aim at trending topics like sleep, self-care, exercise, hydration, muscle recovery and healthy snacking.
“Well+Good decodes and demystifies wellness to help our community live a healthy lifestyle in a way that works for them,” said Alexia Brue, co-founder of the award-winning media company Well+Good. “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.”
To bring the Feel Good experience to life, STORY energizes its in-store environment with meditation spaces in partnership with the Calm app at all locations and a range of community-centered events focused on wellness. The concept will host events featuring local experts in the health and wellness space for cooking classes, panel discussions, journaling and meditation workshops, a manicure bar, yoga and barre classes, and mocktail-faking workshops.
A special selection of STORY at Macy’s wellness product will also be available on macys.com, curated by the three focus areas. From a lavender mimosa candle by Paddywax in Balanced and collapsible foam roller by Brazyn Life in Energized to a mocktail faking kit by Luckies of London in Nourished, online shoppers will be able to discover something that will make them feel good, too.Continue reading