A year after buying startup Story, Macy’s is currently bringing to life the notion to 36 shops in 15 states including its Manhattan flagship shop.

The notion, which curates product around an issue and moves every four to six weeks, comes in a time when department stores are attempting to rethink how to better excite shoppers that are going on.

Macy’s venture is being closely watched by industry watchers with Story which was set by Rachel Shechtman, who joined Macy’s because its brand adventure officer.

The very first edition, started Wednesday, is named Color, and can be anchored by three large manufacturers Cosmetics, crayon manufacturer Crayola and jeans giant Levi’s. Nonetheless, it features items from approximately 70 small businesses. The shop carries about 400 impulse items including $20 unicorn-themed socks.