Insurance giant Cigna has teamed up with New York City-based Story — a Manhattan boutique — to promote healthy living, according to the Journal Inquirer.
Similar to a magazine or art gallery, Story is a retail concept that reinvents its design and merchandise every four to eight weeks to highlight a new theme, trend or issue.
Cigna and Story will work together through Feb. 28 on a six-week campaign entitled "Feel Good." The campaign offers customers a variety of health, wellness and fitness classes, some of which are led by Cigna staff.
According to Rachel Shechtman, owner of Story, customers can buy new health-related products, including Bluetooth-enabled blood pressure monitors, as well as "good tasting and healthy items selected by an online artisan marketplace."
Lisa Bacus, Cigna's chief marketing officer, said the partnership is "an immersive retail experience" and a first for the insurer.