Say hello to Macy’s Story “Color,” an Instagram-friendly pop-up experience available in 36 store locations. In a world where millions of people prefer to shop online, Macy’s has adopted the “Story” retail model, created by Rachel Shechtman, to increase the amount of people who visit their stores across the country. The “Color” installation will end on May 26 and every couple of months a new installation rolls out.

“[It] 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 CEO Jeff Gennette in a statement.

Macy’s will see a surge of customer visits over the year, I am sure of it. I’m also sure social influencers are racing to one of the “Story: Color” locations.

Will people buy anything though? Will it help Macy’s reach their bottomline? As Amazon and other e-commerce retailers are taking over the market, physical stores are seeing more closures. I am interested to see how Macy’s new strategy will work for them over the year. Stay tuned!