STORY Presents Cigna’s Feel Good Story

Business Wire

NEW YORK--(BUSINESS WIRE)-- New York’s ever-changing concept store, STORY, is teaming up with leading global health service company Cigna, to unveil “Feel Good,” which is scheduled to open to the public on Tuesday, January 19.

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New York concept store, STORY, is teaming up with global health service company Cigna, to unveil “Feel Good,” on Tuesday, January 19 (Photo: Business Wire)

The Feel Good concept was created to bring a popular New Year’s resolution to life – improving health and wellness. Throughout the lifespan of the installation, which will be open through February 28, customers will be invited to participate in a variety of complimentary classes and panel discussions which focus on health and wellness, in addition to shopping for the latest trends in healthy living.

The STORY concept will leverage Cigna's mind/body health and fitness expertise, bringing the online experience of the Coach by Cigna health and fitness app offline through a six week series of over 20 events, featuring Cigna coaches from around the country and NYC fitness gurus to help lead panel discussions and fitness classes.

The program is organized in three segments throughout the installation: Good Plan (preventive care), Good Vibes (mindfulness), and Good Eats (nutrition) and will feature panel discussions with Cigna coaches like Kristen Seymour of the Fit Bottomed Girls and TK, Well + Good-curated fitness classes with local luminaries like Taryn Toomey (the Class), a weeklong focus on heart health and other themes throughout the partnership.

The collaboration marks a first for Cigna and will leverage its position as a dynamic healthcare partner through an immersive retail experience, grounded in expertise from Cigna's health engagement and improvement initiatives.

“The partnership is truly groundbreaking in scope,” notes STORY founder Rachel Shechtman. “Our intention was to create a 360-degree experience around a topic that’s more important than ever: taking control of one’s health.”

The partnership provides fertile ground for new forms of collaboration, consumers will have the opportunity to experience some of the latest technologies offered in health and wellness, including one highlight being the debut of the Cigna Virtual Relaxation Pod,™ an innovative virtual reality experience using Oculus technology. Visitors will be transported to one of three VR environments, accompanied by expert guided meditation to promote mindfulness.

“Cigna is all about developing effective ways to help people achieve healthier, more secure lives,” says Cigna Chief Marketing Officer, Lisa Bacus. “STORY provides a wonderful platform to help us learn and understand your interests, preferences and health, so that we may meet you where you are and help get you to where you want to be.”

The concept offers products to help individuals know more about their personal health and take control of their well-being. Merchandise has been categorized by section and selected by STORY to support the discovery of emerging technologies, brands, and health solutions.

The “Good Plan” section, for example, feature items such as a Bluetooth-enabled blood pressure monitor, a connected watch and a sonic-powered silicone toothbrush. The “Good Vibes” section design will feature the Cigna Virtual Relaxation Pod™ as well as a hanging chair system meant for in-store lounging. Rounding out the assortment in the “Good Eats” section are a number of good tasting and healthy items selected by an online artisan marketplace.

The Coach by Cigna app is for educational purposes only and intended to promote consumer health. It does not constitute medical advice and is not intended to be a substitute for proper medical care provided by a physician. Always consult with your doctor or other health care professional for appropriate medical treatment and health care recommendations.

About Cigna

Cigna Corporation (NYSE: CI) is a global health service company dedicated to helping people improve their health, well-being and sense of security. All products and services are provided exclusively by or through operating subsidiaries of Cigna Corporation, including Connecticut General Life Insurance Company, Cigna Health and Life Insurance Company, Life Insurance Company of North America and Cigna Life Insurance Company of New York. Such products and services include an integrated suite of health services, such as medical, dental, behavioral health, pharmacy, vision, supplemental benefits, and other related products including group life, accident and disability insurance. Cigna maintains sales capability in 30 countries and jurisdictions, and has more than 89 million customer relationships throughout the world. To learn more about Cigna®, including links to follow us on Facebook or Twitter, visit www.cigna.com.

About STORY

STORY is a retail concept based in Manhattan that blurs the lines between retail and media through an innovative, change-based model. Envisioned by founder Rachel Shechtman as a living magazine, the 2000-square foot shop located on 10th Ave in Chelsea takes the editorial viewpoint of a magazine, changes like a gallery, and sells things like a store. Since opening it has presented 29 unique merchandise installations including Making Things, Style.Tech, and Home for the Holidays, and worked with partners including General Electric, Intel, and Target to bring each concept to life. Looked to as an industry innovator, STORY has been featured in the New York Times, Ad Age, and named one of New York's top shops by Time Out. On its behalf Shechtman has been named to the Crain's NY "40 Under 40" List, Fast Company's list of "100 Most Creative People In Business."