From brands like Target, GE, Lexus, Yahoo, and Procter & Gamble, this West Chelsea boutique has created many partnerships with many reputable brands inside their 1,600 square foot concept shop in New York. Now, Macy’s has announced the acquisition of this concept store! Learn more about this little shop that is redefining the retail business model and the customer experience.
Point of view of a Magazine, Changes like a Gallery, Sells things like a Store.
Founded in 2013 by Rachel Shechtman, a former brand consultant for Kraft, TOMS shoes, and Lincoln, Story has become an instant New York sensation among high-powered fashion executives and small business owners alike. In 2011, STORY launched in Beta as a startup store and has been established as a retail concept that takes the point of view of a magazine, which changes like a gallery, and sells things like a store. The concept of this store came about with the idea of creating a place that can help people flourish and they did so by bringing different collaborators like Seth Godin, Arianna Huffington, Starbucks, and Samsung. Every four to eight weeks, Story completely reinvents itself from the design of the store to the products that they sell. There are five rooms in total where customers can discover a different concept that can benefit their lives such as space where they can work in space where they can find distractions.
The first room that customers can enter is called The Gallery which is a room that is about identity and purpose. This room has many resources to teach companies and individuals about emotional intelligence. Moreover, the London School of Life brought an exclusive assortment of resources to offer to all of their guests. Guests can also take advantage of the several workshops that are educational for those needing some inspiration and enjoyment. The overall goal of this room is to help their customers work toward their future goals.
After the gallery, customers are welcomed into The Salon which is an exclusively social space. The concept behind this room is to stimulate maximum social interaction to keep people distracted from their work. Moreover, Story knows the important connection that people have with coffee so Starbucks decided to partner with Story to offer exclusive coffee drinks from their Reserve brand that are not available in any location in the U.S.
The next room that follows is The Office which is a regular office with desks, conference table, and whiteboards. One of the exclusive amenities that they have in The Office is Samsung’s Flip interactive whiteboard which can only be found at Story. Guests are welcomed to engage and interact with the whiteboard to design whatever their minds desire. Giorgia Lupi, who is an award-winning data artist, has opened an original installation in The Office where visitors from anywhere in the world are asked a series of questions that will create a visual representation of the information.
Moving forward, the fourth room that customers can discover different ways to do their job better. The Library contains old business proposals, key books, and artifacts that can help anyone become a better employee. There are over 200 curated titles by leading business philosophers and authors.
Lastly, the final room of the Story is called The Chamber. One of the most distinctive features of this space is their Deep Work Chambers which are spaces for people to work. These are simple, small rooms that allow their guests to maximize their focus on their own work without the possibility of interruption. People can reserve a space on the Story website and time slots are available all day from 11 to 6. Guests have an option of choosing a single office space or enjoy one of the common areas like the Salon.