There is a chameleon living on the corner of 19th Street and 10th Avenue in Manhattan’s Chelsea… A 2,000-square foot, shiny, intriguing, retail-haven of a chameleon.
STORY is a retail concept that changes consistently, like a gallery, and editorializes its merchandise like a magazine. Every four to eight weeks, STORY completely reinvents itself under a new theme, showcasing fresh merchandise, brands and store design – right down to the lighting and store fixtures. Since opening its doors in 2011, over 18 stories have been featured, from Color, partnering with Benjamin Moore, to Cool, to Love, and most recently, Style and Technology. Each STORY appeals to customers from ages 5-85 years old, bringing in a variety of products ranging from clothing, to tech, to books, to silverware, to… you name it.
Style and Technology aimed to connect the dots between our physical and digital identities, featuring items that empower us to “turn it on” and “put it on.” Products included:
Ringly, a cocktail ring with Bluetooth LE technology, delivering discreet mobile notifications in the form of vibrations.
Blokket, the phone pouch with smart materials that block phone signals, turning off distractions for undivided attention.
The Mia Case by Mocamomo, an iPhone case that conceals a make-up compact.
Withings, products that can measure, track and predict nearly every aspect of your health.
AROMAFORK by Molecule-R, a fork with the ability to release 21 aromas to trick the mind and change the perception of flavor.
Mind blown just from reading about these products? Rachel Shechtman, the creator of STORY, has tapped into something that few are acknowledging; that in-person experiences still matter.
Which is why STORY is hands-on; don’t be afraid to ask questions. Storytellers are trained to know the details of every product and love sharing the stories that make each product unique.
Beyond an incredibly unique shopping adventure, STORY creates engaging experiences, from pasta making classes to talks from TED luminaries, inspiring brand partnerships with both start- ups and Fortune 500 companies.
So how do you get involved? Simple: Pitch Night. The reoccurring event acts as a product open call, designed to be an offline take on something we often find online: discovery. Pitch Night invites any and all makers and designers to access channels for business development in a physical space through a panel made up of press and retail outlets, lead by Rachel herself. During the last Pitch Night, Cool Hunting and Whoopi Goldberg (a fan of STORY) joined Rachel to source products from 43 entrepreneurs for the next STORY theme, Holiday Shop.
Thinking of pitching? A word to the wise…
Keep an eye out for Pitch Night announcements on the STORY events page and be sure to RSVP!
Arrive thirsty! The guys from Hella Bitters are usually on hand with cocktails in hand.
Stock up on those business cards… There is plenty of time to network and some amazing people to do so with.
Bring materials! Makers are given 3-minutes with the panel to tell their story and present their product, so actual product, photos and line sheets are all necessary tools of persuasion!
Be passionate… the panel is seeing a lot of product. Convince them that yours is worthy of a spot in STORY.
And just like that… If Rachel likes a product and believes its a fit for the store, she asks the person pitching to speak with the buying and content team at STORY who will work with the participant to place an order. And you’re in business.
STORY is currently closed as it reinvents itself for this year’s Holiday Shop, opening November 5th.
By Lily Rouff