HOLIDAY
GIFT GUIDE
HUFFINGTON
11.18.12
Enter
Q&A
P
THIS PAGE AND PREVIOUS: COURTESY OF STORY
ART RETAIL
visionary, part
editor, Rachel
Shechtman
wants to make
shopping fun
again. Her new concept store,
Story—based in Chelsea, New
York—isn’t just about shopping.
It’s about the in-store experience,
which changes its theme every
four-to-eight weeks—merchandise, decor and all. Of course, the
gorgeous gifts inside don’t hurt.
— Kate Palmer
How did you get involved in "concept"
shopping? I’ve always been fascinated by the creative side of
things, and the business side of
things. [I got to thinking that]
there’s been all this innovation
online, but we live in real life. And
other than the Apple store, it’s
hard to really think of other innovative retail experiences. The concept [of Story] is pretty straightforward. I describe it in simple
terms as a magazine that comes
to life. Our version of editorial is
the merchandise that we curate
around a certain story, and the
events that we also host during
that story. Our publishing side of
the business is our sponsorship.
Benjamin Moore was the sponsor for our “Color” story, General
Electric [sponsored] our “Making Things” story. Our holiday
story will be in partnership with
Hewlett-Packard and Quirky.
When will the holiday story begin? It
opens November 14. It’s called
“Home for the Holidays”—the
store’s going to be designed like
an apartment. The whole concept
is a gift guide that comes to life.
So our dining room will be “some-
Rachel
Shechtman,
founder
of Story