story nyc

Imagine a retail store that changes its vibe as often as you change yours?

Enter STORY.

My friend and I stumbled upon STORY, a retail space in NYC, while we were walking to Chelsea Market. We were drawn in by the eccentric, colorful windows.

When we walked in, we were greeted by a super friendly employee who asked if we were familiar with the store. The answer was, of course, no.

He quickly told us that the concept of STORY is that it is a retail store with “the point of view of a magazine, that changes like a gallery, and sells things like a store.”

We went on to learn that the space changes completely every four to eight weeks. That means they have a totally new theme and they renovate the store and curate the product based on that theme.

Having worked in retail for years, I can’t wrap my head around how much effort this entails.

The theme we happened upon was “Fresh.” The floors, walls, and some of the tables were adorned with grass and other greenery—some real, some faux. One wall featured hand-drawn recipes from Mario Batali and the popular NYC spot Jack’s Wife Freda.

Each table featured products celebrating food and fresh ingredients…think everything from watermelon-shaped candles and sushi-printed socks to a top-of-the-line cooler and an electronic garden.

In the back of the room, an employee was making fresh Chobani parfaits with homemade granola and berries, free for anyone who wanted to try.

The staff was above-and-beyond kind, and most importantly, so enthusiastic about the concept.

For this theme, STORY partnered with Jet, the online shopping deal site, and each purchase was rewarded with a $20 gift card to the online retailer.

Past themes have included wellness, love, home for the holidays, making things, made in America, color (!!!) and remember when. The store has partnered with brands like Target, Intel, and American Express, and has hosted special guests like Martha Stewart and Iris Apfel. (Have you read about how much I love Iris?!)

While I was there, I purchased a watermelon light (because, duh) and three different employees cheered me on as I walked to the register with the last one in stock.

I can’t wait to head back soon and check out the latest theme! I love shopping an unhealthy amount as it is, but an ever-changing selection and décor just changes the game.


Colorfully Yours,


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