Imagine if you enlisted a squad of Santa’s elves to work as your personal shoppers with the mandate to amass a bounty of gifts dedicated to a sole subject, the result would be likely be Story, a one-of-a-kind retail space featuring an array of eclectic wares, curated around a constantly changing theme. Founded by former TOMS brand consultant Rachel Shechtman, Story sprung from the desire to create a retail vessel to serve as a matchmaker between brands and consumers, by integrating marketing and merchandising in a central hub. Enter Story and be prepared to have your senses set on fire like a diabetic kid in a candy store. Set in a 2000-square foot on 10th Ave., the store functions like a magazine, shutting-up shop every couple of months to rebrand ahead of the latest issue launch. Every four to six weeks, Story spotlights a new theme, issue or trend, such as ‘Color’, ‘Made in America’, ‘Making Things’, ‘Disrupt’ and ‘Home for the Holidays’, the latest issue, which has seen the space transformed into a glitzy editorialized gift guide, set inside a quaint, cozy home-inspired format. From fashion collaborations with local designers, to inventive products from Shark Tank successful contestants, to the latest technological iPhone gadgets, to books, offbeat New York souvenirs and funky barware, Story has the perfect gift for every big kid, naughty or nice. Be sure to check the store’s website before making a visit to scan the calendar of events, which includes the upcoming Iris Apfel Trunk Show, where fashion icon will sell pieces from her legendary personal jewelry collection.
