A New Kind of STORY

By: Andrea Fischer

Located on 10th Ave. in the heart of Chelsea, STORY is re-inventing retail. STORY is a retail concept store that takes the point of view of a magazine, changes like a gallery and sells like a store. Every four to eight weeks, STORY completely changes its theme, design and merchandise. Founder, Rachel Shechtman, integrated strategies of marketing, merchandising and business development to create a retail concept. She wanted a view of retail that the experience and collaboration tell a story. Some of STORY’s concepts have included "Color", "Made in America", "Well Being", "Remember When", and "Disrupt". This summer, STORY’s concept is "Out of Office".

As you walk into STORY, the retail space is filled with the essentials to dodge work and enjoy a staycation. The turf and colorful Adirondack chairs give you the feeling of relaxing in your backyard on a beautiful summer day. From the pool float wall to the beach hut dressing rooms, STORY gives you the summer experience right in its 2000 square foot retail store.The products sold in store are perfect for everyone and some are very recognizable brands. Fashion items include swim suits, hats, beach bags, sunglasses and flip flops. The display tables feature great summer reads such as Sweet Spot: An Ice Cream Binge Across America, Surfing with Sartre: An Aquatic Inquiry Into a Life of Meaning, Hot Dogs Hamburgers Tacos and Margaritas, and The Beach Book. Not only do the displays and products give you an “Out of Office” experience, but the events at STORY also give the ultimate summer feel. STORY works with local businesses to help promote them and draw more customers into the store. One event STORY is having this summer is SUNDAY SURF with Surfset New York City. Surfset NYC will be giving a circuit workout right in STORY’s retail space. Other events throughout the summer include: Happy Hour Crepes + Cocktails, HOOPDANCE Workout with Fitnotic, Happy Hour Rose All Day… and ice cream too, and Mixology Class with Hella Cocktail Co.

However busy your summer may be, stopping into STORY will give you the “Out of Office” experience and allow you to kick back and relax. If you are not in New York this summer, check out STORY next time you are in town. You never know what concept will be next.