Artist Chris Dent created a mural for STORY’s New York Theme | Image via Chris Dent
I first learned about STORY, a Manhattan boutique with popup-like rotating themes, in a New York Times article by Elizabeth A. Harris.
“STORY has the point of view of a magazine, everything changes every four to eight weeks like a gallery, and it sells things like a store,” said Rachel Shechtman, STORY’s owner. “A magazine tells stories between pictures and written words, and we do it through merchandising and events. And our version of publishing is sponsorship.”
Public–Supply Notebooks for the Current STORY Theme “Good” | Image via Selectism
STORY’s founder Rachel Shechtman, who has been a brand consultant for companies like Kraft and TOMS shoes, envisioned the boutique as a “matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.”
“STORY is a retail space that has the point of view of a magazine, changes like a gallery, and sells things like a store.”
What’s most interesting to me is that along with the merchandise, STORY’s design, floor plan, and fixtures change every four to eight weeks depending on the next theme or issue. I’d love to be in the neighborhood and see the different versions of the shop. Some of the store themes so far have been Color, Making Things, Made in America, Love Story, and Art.
You’ll find STORY in New York City at 144 10th Avenue at 19th Street. Right now the theme is Good and the focus is on making a social impact through the way we shop.