image of SYNLawn at Macy's Outdoor Story New York

Telling a STORY With Macy’s New Concept Store and SYNLawn

Matt Wagner Commercial Projects, News

New York, NY — Artificial turf isn’t just for outdoor lawns, putting greens, and playgrounds. The applications of SYNLawn artificial grass are surprising, which is why it was selected as part of Macy’s new STORY concept store. STORY is a retail concept centered around narratives guiding exciting retail opportunities combined with community events. The first vignette held at the Macy’s Herald Square flagship store was focused on the theme of OUTDOOR, so STORY founder Rachel Shectman recommended SYNLawn’s unbeatable artificial turf to complete the project.

Innovative Interior Use for SYNLawn Products

The STORY concept store was conceived as a space that could host events like yoga classes and book readings along with showcases of products from local small businesses. Even after Macy’s acquired the concept, they continued this practice with their first theme. The OUTDOOR event featured multiple applications of SYNLawn artificial grass totaling over 45,000 square feet. Various vignettes included:

  • The freshly mowed lawn
  • The camping/kayaking experience, with unique merchandise created by Dick’s Sporting Goods
  • The Jeep
  • The Lemonade Stand
  • OUTDOOR activities including corn hole and baseball
  • Summer kitchen ideas
  • A summer house design complete with a SYNLawn-covered couch and lamp duo
  • Bicycles in the Park

Events like barbecues, terrarium building classes, and tie-dye workshops helped new customers explore the SYNLawn installation. After working with STORY on the previous three summers’ editorial installations, the SYNLawn team was happy to continue working on the new partnership with Macy’s.

  • image of SYNLawn artificial grass in Macy's outdoor concept store New York
  • image of SYNLawn artificial grass in Macy's outdoor concept store New York
  • image of SYNLawn artificial grass in Macy's outdoor concept store New York

Pop-Up Shops Benefit From SYNLawn Artificial Turf

Experiential branding is only continuing to grow in popularity, and artificial turf from SYNLawn is an excellent choice for bringing natural beauty to any indoor or temporary pop-up outdoor space. Macy’s Herald Square store is a 117-year old institution with over 2.5 million square feet of indoor space, and SYNLawn was proud to be chosen to grace its floors and walls with premium artificial turf. As a locally owned business, the SYNLawn NYC team was also honored to be highlighted by the STORY feature as a part of the community’s unique offerings.

SYNLawn brought the right price point, proven experience in temporary interior installations, and creative problem-solving skills. The NYC installation team managed to handle most of the cutting work in the warehouse, assembling the turf pieces on-site in just 12 days. If you’re looking to attract customers, or add indoor recreational opportunities to your business, reach out to the SYNLawn team for new ideas.


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