Go Home for Holidays at Story

In Marketing, What's New, Industry News, Profiles by Lauren Parker, Accessories Magazine

New York—Can’t get home for the holidays? Then head to Chelsea and check out retailer Story’s latest concept shop: Home for the Holidays.

After all, what could New Yorkers—who live in tiny apartments with their tiny “Charlie Brown Christmas trees”—want more than a cozy retail holiday experience, complete with roaring fireplace, huge bookshelves and different “rooms” that emulate a real house?

For its seventh “issue,” concept retail shop STORY aims to recreate this feeling of home with its Home for the Holidays setup, running through December 30th.

A roaring fireplace at concept shop STORY epitomizes its Home for the Holidays installation

STORY hails itself as “a curated concept shop that takes the point of view of a magazine, changes like a gallery and sells things like a store,” according to founder Rachel Schechtman. It changes its point of view every four to eight weeks, completely breaking down the space and re-imagining it according to a new theme. It also partners with a sponsor directly connected to the theme.

In this case, STORY teamed up with Jason Bell of design firm JD Bell, Inc. to bring “comfort, functionality and ease to the holiday shopping experience.” The team recreated the space with specially designed environments—from a men’s study to a gumball lined children’s playroom to something for everyone in the dining room.

The curated merchandise mix for the event features 2,000 items, from the debut of jewelry designer Beth Marcri (a STORY exclusive), to a haute chocolate in the gourmet section.

The best part? Consumers can snap photos in the store, then ePrint them at the HP printing center. Because what says Home for the Holidays more than family photos? And here, STORY aims to be that family.

ABOUT STORY: STORY is an innovative retail media model pioneered in a 2,000 square foot space in Manhattan’s burgeoning 10th Ave. retail corridor. STORY follows the successful soft launch of Rachel Shechtman’s widely lauded beta exhibit “A Startup Store” in December 2011 and since opening has presented stories including STORY: Love | Color | New York | Project Pop Up NYC, part of Mayor Michael Bloomberg’s Fashion 2020 initiative and most recently Making Things in partnership with GE and featuring MakerBot and TechShop. STORY was named best Concept Shop in NYC for 2012 by the Village Voice and Shechtman included in the 2012 issue of “Fast Company’s 100 Most Creative People in Business” on behalf of STORY and its new, inventive retail model.


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