Story, New York
144 10th Ave. at 19th Street, NYC, New York, USA
NYC-based retail-media concept store Story blends magazin with magazine. Equal parts gallery and boutique, this permanent popup reinvents itself every few weeks to reveal an entirely new design – and entirely new merchandise.
Ever-changing retail space Story creates exciting themed concepts that reflect current trends and events.
Its makeovers are topical and timely, and are inspired by current themes, trends and issues. It draws its rotating array of products from collaborations with digital retailers: Walmart-owned ecommerce retailer Jet.com inspired a recent homewares- and food-oriented design, for example. The theme celebrated the evergreen foodie trend with displays of the e-tailer’s indie and artisan offerings, as well as in-store sampling and cooking events and guest speakers.
With its ever-changing look and feel, Story’s approach contrasts with the current emphasis on seamless, consistent experiences. Its focus is narrow: it looks at the experience at the square foot level, and aims to surprise, delight and engage at each moment. The frequent evolution of the store also encourages return visits, and creates an opportunity to showcase and launch new brands and technologies.
But there’s nothing ad hoc about Story. State-of-the-art interactive displays, careful heat-mapping and bespoke scents designed for each theme are used to deepen the experience – and to learn how customers interact with the environment. Community and entertainment are key to Story’s success, and the store continues to capitalise on both.