Experiential retail concept Story has launched in 36 Macy’s nationwide today, including four New Jersey stores.

Macy’s in Bridgewater Commons, Freehold Raceway Mall, Short Hills Mall, and Willowbrook Mall will showcase more than 70 small businesses and host community events through its Story.

Story is a retail concept that changes every few months, intended to bring a narrative experience to life through curated merchandise and event programming. More than 400 curated products reflect “Color,” the concept’s inaugural theme.

“The discovery-led, narrative experience of Story gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Macy’s Chief Executive Officer Jeff Gennette in a statement.

Brands in the curated Story lineup include Mac Cosmetics, Crayola, Los Angeles-based chocolatiers Compartes, and online kidswear brand Primary, which is making its brick-and-mortar debut.

“The Story at Macy’s experience feels a lot like a real life version of scrolling through Instagram. You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it! We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of Story at Macy’s across the country,” said Rachel Shechtman, founder of Story and Macy’s brand experience officer, in a statement.

For its part of Story, Mac will offer beauty classes and a custom-build make your own palette service, previously only available in its professional stores.

“Creativity and innovation are an integral part of Mac’s DNA and will play well with Story’s colorful new concept at Macy’s,” said Mac Cosmetics North America President Chris Good in a statement on the collaboration.