Our New York Editor Lan gives us the scoop on a recent Macy’s event! From Lan:

Shopping for two kids and a husband can sometimes feel like a chore, especially when the seasons change and it’s time to update our closets. Hitting a large department store or retailer would be the most efficient use of time but I find them intimidating and overwhelming. I’m exhausted by the amount of choices and tired from navigating the large spaces. 

To entice shoppers like myself back to their doors (as well as introduce themselves to new customers), Macy’s ( recently launched STORY, a mini-store-like space that offers a curated selection of items from more than 70 different partners, ranging from beauty to fashion to toys. Every eight weeks, there will be a different theme, or “story” at 36 stores in 15 states, along with activities to make shopping fun.

At the April launch at the iconic flagship store in NYC, the first theme, “Color,” has a fun array for every taste, from sophisticated and urban to quirky and lighthearted. There were Kelly green raincoats for children, cocktail plates that would make perfect hostess gifts, gourmet chocolate bars from LA-based chocolatiers Compartes, even a 3D printing station that lets you print custom images in makeup palettes from MAC Cosmetics.

While you browse, the kids can play with the enormous Lite Brite wall or take one of the crafting classes (also open to adults) where they can learn how to make Mother’s Day cards, create mandalas with melting Crayola crayons, customize their Levi’s jackets with patches, and much more (!

This new approach towards retail is making me rethink department store shopping.

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