Fashion, like technology is ever evolving. We have the ability to purchase and sell clothing online with unlimited options at our fingertips. However, online shopping has managed to strip away a priceless luxury…the shopping experience. Although most people dread waiting in line, there is a marvelous feeling that an elaborately decorated store provides during the holiday season.
Fashion Reverie recently had the pleasure of visiting the innovative retail media space STORY. We were immediately intrigued by a concept shop that takes the point of view of a magazine, changes like a gallery and sells product like most retail stores. For its seventh issue, STORY comes Home for the Holidays!
Upon entering STORY, visitors are transported to a beautiful holiday living room with captivating colors that instantly compete for your attention. Hologram fashion book covers, knitted bags, solar-paneled backpacks, and other extraordinary pieces were situated throughout the living room as perfect gifts “For Her.” Ironically, like a book, the 2000 square foot space in Chelsea revealed new parts of the story with every step.
In life it’s important to treasure memorable experiences and what better way than taking photos to encapsulate the moment forever. Visitors to STORY are able to take photographs in store, ePrint their snapshots to a HP printing station, and walk away with a memory. Excited onlookers stood patiently waiting for an opportunity to print stunningly clear images that would make perfect mantle pieces or thoughtful holiday gifts for grandparents. HP’s commitment to creativity and personal expression is further experienced through custom-created wrapping paper, designed exclusively for STORY by Xavi Garcia and produced in-store using the HP printing suite.
After exploring the magnificent space that also included a study for the contemporary gentlemen to a gumball lined children’s playroom, Fashion Reverie had questions about this innovative space and sat down for an interview with the founder Rachel Shechtman.
Fashion Reverie: What inspires the themes for STORY?
Rachel: It’s a combination that’s both proactive and reactive. I have two rules when conceiving a STORY, the stores design and experience has to be able to appeal to anyone from five to eighty years old, and we have to be able to sell something from $5 to $5,000.
FR: I read that a store is edited like a magazine in regards to the selection of the products. How many products are used to create a story?
Rachel: There is no set number. I look at it like experience per square foot instead of sales per square foot. I hand pick every item that goes into the store and now designers are approaching us to feature their products. I call what we do retail media because we are like a living magazine, our editorial is the merchandise that we curate around a STORY and the events that we host, and the publishing side is our sponsorship. So each issue has corporate partners and this holiday STORY is brought to you by Hewlett Packard (HP). We have this COOL HP printer that visitors use to print pictures that they take home for free!
FR: How did you partner up with HP?
Rachel: They approached me about this new in store concept and I’ve always been obsessed with the creative and the business. I feel like more than ever when content, community and commerce are trying to coexist, there is a real yearning for retail experience.
FR: What’s your favorite STORY?
Rachel: I don’t have one favorite STORY but I take the most pride in the store being used as a “community center.” We’ve had neighbors bake us cakes and sometimes people come into the store four times a week. Sometimes they buy something or sometimes they come to just hang out … it’s pretty amazing.
Visitors to STORY are invited to escape the holiday hustle and bustle, make merry with some of the city’s brightest folks, and still accomplish their shopping. Without a doubt STORY is filling a customer’s deeper desire for an enriching retail experience.
The “Home for the Holiday” issue will be showcased at STORY through December 30.
—Chandia Brennen
Lors clash of clans hack toi achetez un rigolade contre votre jouet , assurez-vous-même laquelle toi-même avez lésiner spécifications pourquoi l’exécuter .
En particulier, si le divertissement est froid , et votre computer est
vieux, toi-même risquez d’être déçu si toi vérifiez d’extérieur .
Regardez la impatience
Lors clash of clans hack toi achetez un rigolade contre votre jouet , assurez-vous-même laquelle toi-même avez lésiner spécifications pourquoi l’exécuter .
En particulier, si le divertissement est froid , et votre computer est
vieux, toi-même risquez d’être déçu si toi vérifiez d’extérieur .
Regardez la impatience