Set in a 2000 square foot store located in Manhattan’s 10th Ave. retail corridor, STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. That means every four to eight weeks, STORY completely reinvents itself -from the design to the merchandise – with the goal of bringing to light a new theme, trend or issue.
“I think it’s a very revolutionary type of retail: ephemeral retail – the concept of product as content.”
Trish Mueller
CMO, Home Depot
So how did it get started? Founded by Rachel Shechtman, a former brand consultant for Kraft, TOMS shoes and Lincoln, the idea was to create a retail concept that would serve as a matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.
“There is a huge value for brands in having a place where you can experiment, and to have a lab that actually creates a profit and a recurring revenue stream, and gives people a good experience.”
Beth Comstock,
CMO, GE
In 2011, STORY launched in Beta as a “Startup Store,” spotlighting emerging digital retailers and has gone on to create concepts including Color, Making Things, Love, and Made in America, working with partners including American Express, Intel, and Target. Constants of its ever-changing model: a view of retail that goes beyond the transaction and a permanent space where the experience is everything and collaboration tells a STORY.
