Story is set in a 2000 square foot space. An innovative retail concept ‘that takes the point of view of a magazine, changes like a gallery and sells things like a store’. Rachel Shechtman a former brand consultant founded Story in December 2011. Every four to eight weeks Story undergoes a complete transformation, from the design to the merchandise, each time highlighting a new theme, trend or issue. Past ‘stories’ have included Color, Love and Made in America. The current ‘story’ which is photographed here features Donald Robertson. A prolific illustrator, Donald’s oversized colorful lips, giraffes and fashion illustrations are emblazoned throughout the space. There are many collaborations, Diet Coke, Iris Apfel, Warby Parker and Smashbox Cosmetics, to mention a few. There are interactive stations where one can embellish their own T-shirt or mix their own lip gloss. There is a broad choice of fun merchandise to purchase, from dog bowls to children’s books, and from phone covers to mugs.
144 Tenth Avenue, New York NY