#rachel shechtman

[whataboutthespace]

STORY.

144 10th Ave. NYC

STORY - POV of a Magazine. Changes like a Gallery. Sells like a Store.

I’ve been wanting to visit STORY, the retail concept space since, I first heard about it. I had the opportunity to hear founder Rachel Shechtman (who just made 2015 Crain’s 40 Under Forty list) speak on panels, and what’s immediately apparent is her passion for retail. She took an industry that was evolving at breakneck speed in the digital space (social, e-commerce, and mobile) and recognized that brick + mortar wasn’t getting quite enough love.

1. Curated + Always Evolving. STORY takes space to a new level. Just like a gallery, the products and brands featured are chosen thematically, but also because they play a role in the brand narrative. While many retailers operate via seasonal floor changes, STORY rotates new concepts in + out every 4-8 weeks. And it’s not just any old stuff. We’re talking highly-curated themes that run from floor to ceiling, across every product on display. Past “stories” have included Made in America, COOL, Well Being, Her Story and more.

2. Hands ON. What’s better than a shopping experience that allows YOU to touch + feel + create? Donald Robertson and Make Up For Ever have created a “lip bar” experience in which you get to mix your own beautiful gloss (photo below) which I got to try out myself! Or maybe you wanna make your own customized shirt from Bow & Drape with exclusive Donald Robertson patches?

3. Convo + Commerce. The staff at STORY are über-knowledgable about each product, the creativity behind it, and the purpose it serves within the narrative. I felt welcomed—and that still goes a long way! And I mean, the things you can learn by simply having a convo. A quick chat with the staff, as well a simple walk around the store, helped me to discover some great new brands. Italian accessories brand, Essent’ial was one of my favorite new finds.

4. Collaborative! This month’s “Story” features the amazing talents of Donald Robertson a.k.a. the “Warhol of Instagram”. Don’t let his suburban style Dad “thing” fool you: he’s got skills for days. Creator, illustrator, designer, maker, thinker and maybe most of all—collaborator! He’s locked arms with Warby Parker, Bergdorf Goodman, Holt Renfrew...you get the picture. @Drawbertson #FOLLOWYOURART

5. Lots. Of. STUFF. STORY makes every square inch count, without overloading your senses. Need an iPhone case by Izzi Gadgets designed by Donald Robertson? Done. Chasing Paper peel + stick wallpaper with Donald Robertson signature “kisses”? Boom. Or maybe it’s the new book by Robertson, “Mitford at the Fashion Zoo” featuring that fabulous giraffe, Mitford. Did I mention most items are EXCLUSIVE to STORY? Gifts for you, and ok, ok...fine! For other people too. ;)

[elisehenderson]

TEDx Rachel Shechtman

This is one of the most useful pieces of footage I could have found for this project and it really cemented what I wanted this project to be about. Not only does she outline the basics of decision making but also why and how she interpreted the situation and created a solution to the problem within the industry. She is looking at the in-between of online and physical shopping- which is exactly what I want to do, just in a different way. Not change the whole industry, just make it an easier and potentially more exciting experience. 

[lincolnnow]

A Success Story: Rachel Shechtman's Transformative Space

At the LA Auto Show, we partnered with a store that changes its look - and its merchandise - every month. STORY, the boutique reimagined.

[mademovement-blog]

An open call for American makers hoping to make it big!

Who: Anyone who makes in America + judges Alex Bogusky, Piers Fawkes & Rachel Shechtman

What: An open call for American makers hoping to make it big! Designers, artists, crafters, and mold-breakers are invited to show up and show off their products in hopes of having the goods sold at STORY, online at Made Collection or featured across media outlets. 

When: Tonight! Monday, August 19, 6-8 p.m. EST. 

Where: STORY, a West Chelsea boutique | 144 10th Ave. at 19th St. New York, New York

The ground rules: 

1. Have a physical product that can be sold.

2. Make sure that product is Made in America.

3. Bring a sample, line sheets and contact information.

4. Be ready for a 3-minute pitch!

[co-minds-blog]

Our favorite new “STORY” - a perpetual pop-up in NYC

Last year, veteran marketing guru Rachel Shechtman (who was worked with brands like Gilt Groupe) launched a new boutique in beta mode under the temporary name, “A Startup Store”. Now, the permanent fixture, “STORY” is one of the most innovative shopping experiences yet.

The Concept:

A 2,000-square-foot store located in Manhattan’s Chelsea district, STORY, every four to six weeks changes out all its merchandise, design, fixtures and reinvents the store around a different story-based theme.

The store holds the point of view of a magazine, changes like an art gallery, and sells like a store with a fresh crop of merchandise every month. To create a “storytelling” environment, it collaborates with designers and guest curators, in addition to hosting a calendar of events including in-store book signings, talk events, classes, film screenings and concerts.

Of course, STORY didn’t leave the virtual world behind, shoppers enter a multimedia experience where small LCD video displays help tell each featured brands story. The store enhances the customer’s shopping experience where consumers can mingle and converse with other consumers, both online and in-store.

We experienced the third issue of STORY (the first was “Love” and the second “Color”) running from June 12 – August 19 and centered around the theme of “A New York state of mind”. For these eight weeks STORY will curate a guide through the five boroughs and across the State, using a mix of dynamic merchandising partnerships and events to bring the city to life in-store. Our favorites included the cultural discovery website Cool Hunting and the local ice-cream subscription startup MilkMade.

STORY is an example of a perfect opportunity for conversations between consumers and brands to evolve. The future of retail is not just about consumption, but also about creating a community and sharing experiences, both off and on-line.

STORY is located at 144 10th Avenue (at 19th Street) in New York City.

http://thisisstory.com/

Twitter @thisisstory