Experiential retail is on trend this summer. For traditional brick-and-mortar retailers, creating elaborate instore experiences is way to offer consumers something that isn’t readily available through e-commerce. Now, a legacy retailer has launched its second installment in a series of changing instore experiences.
STORY at Macy’s, which the brand bills as the “store to explore” within 36 Macy’s locations nationwide, unveils its second experiential concept: Outdoor STORY. This iteration is a....