Ladies & Gents

Story: Reinventing Themes, Curating Object, Anticipating Trends

February 10 2016 | BTSNYC
Shop Ladies and Gents This is Story Design Fashion Holiday

Lets reinvent everything every 4 to 8 weeks! “STORY is a space that has the point of view of a magazine, changes like a gallery and sells things like a store.”

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STORY has a fantastic concept, right? We love the math: reinventing themes, curating object and anticipating trends!

To start, the space was launched in the end of 2011 by Rachel Shechtman. She’s been was nominated as “one of Fast Company’s 100 Most Creative People in Business and Fortune Magazine’s 40 under 40”.

So how did it all start?

“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.”

So, lets go back and understand what their concept actually means.

Well, every four to eight weeks, the 2000 sq ft store completely reinvents itself presenting new themes, objects and trends!

They do a complete makeover from merchandise and store design to floor plan and fixtures.

A few themes they’ve explored are:

  • Design: During NYC Design week)
  • Style.Tech: Connects the dots between style and technology)
  • His: An experiential dialogue about men’s grooming and style)
  • Good: Tapping into our collective power to make change)
  • and other theses like Love, New York, Wellness, Art and more!

As Beth Comstock, CMO and GE at STORY says:

“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.”

We couldn’t agree more! We love the entire concept, the product curation and specially the experience provided to every single customer that walks into the store!

So, go see what we mean by: reinventing themes, curating object and anticipating trends!

In addition, you might want to check out more about Inventory Magazine too. They are an online magazine, but their curation is also very unique and focused on design and craftsmanship.

Hours:
Opened 7 days a week – check store hours online.

Location: 144 Tenth Avenue

http://thisisstory.com

 

Photo Credits: Courtesy of This is Story and Daily Front Row

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