Macy’s July Story Theme: Outdoor

Macy’s July Story Theme: Outdoor

Interactive Light Sculpture

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Macy’s July Story Theme: Outdoor

Macy’s July Story Theme: Outdoor

From July to September, Macy’s Story theme was “Outdoor”. Our distributor in New York The Lighting Group teamed up with David Stark Design and Production an event designer and experiential marketing agency and came up with a design “Canoe and Water”. With that design our Vivid Contour Blue was suited for the design to make the water ripple stand out.


STORY is a retail concept that changes every few months to bring a new narrative experience to life through curated merchandise and event programming. The ever-changing experience began in 2010 in New York City, where STORY operated as an independent small business for seven years and pioneered a retail as media business model that changed every eight weeks to open a new theme while engaging brands as sponsors for each themed story. Macy’s acquired STORY in 2018 and its founder, Rachel Shechtman, now serves as Macy’s brand experience officer. STORY relaunched in spring of 2019 as STORY at Macy’s. Visit for more information.

About Macy’s

Macy’s is America’s store for life. The largest retail brand of Macy’s, Inc. (NYSE:M) delivers quality fashion at affordable prices to customers at approximately 640 locations in 43 states, the District of Columbia, Puerto Rico, and Guam, as well as to customers in more than 200 international destinations through leading e-commerce site Macy’s inspires fashion exploration and discovery through the most desired family of exclusive brands for her, for him, for the home, and via our dynamic mobile and social platforms. We know the power of celebration, demonstrated through decades of memorable experiences created during Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows, and celebrity appearances. Macy’s flagship stores – including New York City’s Herald Square – are internationally renowned and preeminent destinations for tourists. With the collective support of our customers and employees, Macy’s builds community and helps make a difference in every market we serve, supporting local and national charities by giving nearly $50 million each year, plus 146,000 hours of volunteer service. For more than 160 years, Macy’s has, and continues to, make life shine brighter for our customers, colleagues, and communities.

Project Credits

Macy’s at Herald Square
151 West 34th Street
New York, NY 10001
(212) 695-4400

The Lighting Group
Phone — 917-639-3810

General Inquires —
Quote Requests —
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Address — NY
19 West 36th St
6th Floor
New York, NY 10018

Address — NJ
100 Possaic St
Garfield, NJ 07026

David Stark Design and Production

219 36th Street, 3A
Brooklyn, NY  11232


Vivid Contour Blue was used in this project.

Vivid Contour features excellent luminous efficacy, solid illumination, and ultra flexibility with small bend diameter in curve bending shape.

Watch Our Light in Action

Project Credits:

Watch Our Light




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