“STORY is a space that has the point of view of a magazine, but changes like a gallery and sells things like a store. Come here in February, then come here in May–you’d think it’s two different stores. We’re using retail as an opportunity to tell stories, but also to create a sense of community and entertainment.”
Story is a special kind of retail space that can be found in Chelsea, NYC. It was founded in December 2011 by marketing consultant, Rachel Shechtman. Every one to two months, the store changes dramatically! From it’s wall colors, interior decor, and merchandise. All in the name of reflecting the store’s new theme.
One of Shechtman’s main goals with Story was to make it about more than shopping. Like the Apple Store, Story holds classes and special events for its customers: “Book readings, fashion events, and even impromptu mimosa parties were among the recent activities hosted by STORY, which also offers workshops.”
Another great thing about Story is that its target audience is everyone under the sun! Whether you’re 9 or 59, there’s definitely something in store for you! The point of Story is to create an experience for a wide range of people.
Rachel Shechtman’s Story
In the website’s own words, Story has “the point of view of a magazine, changes like a gallery, and sell things like a store. Every four to eight weeks, STORY will change out all of its merchandise, design, fixtures, and reinvent the store around a different story-based theme… Â STORY seeks to create an equally compelling, valuable, engaging, and relevant experience for both brands and consumers.”
If you find yourself in NYC and would rather hit up a store instead of Clutchbags.com, check out Story! Before it goes under the hammer and nail for another dramatic change, it will be showcasing and selling Laura Dotolo’s classic purses from the Clutch Bags NY collection!
About:
Nandhi is our Clutch NY blogger at large who spends her days observing and her nights reporting.  Imported to NYC from Mozambique, via McGill University, Nandhi dreams someday of becoming a screenwriter.  For the moment, she is keeping the Clutch NY audience up to date with what’s up today in fashion, trends, news and inspiration.