we have apprenticeship cess laya, mr t. our theme is home for the holidays. the store is a living gift guide that comes to life. it's a hidden message necklace. >> there are elements much a magazine. letter from the editor, and blurbs about the product and who makes it. >> it's a living discovery platform and an opportunity for other retailers to discover brands. we are supporting and helping smaller businesses beyond one store. >> she calls it retail media. an editorial advice on one hand. >> we reach tout to ban, such as benjamin moore, we told a colour story and they paid money to be part of the store. therefore i don't have to do sales per square foot and think wholistically >> interesting concept. david shuster reporting from chelsea in new york city. the inventory is based on the theme home for the holidays. >> the tony award winning musical might be two risque core some. could it have a positive impact on society? >>> welcome back. is there any such thing as bad publicity? a popular broadway musical drew criticism after appearing in a macey's parade. >