Since I saw a video about Story last year, I was very curious to check out the place closely. But, since this city has 1293848494 things to do, I just forgot but last week I took time to go there. Now I can say that the store is a must stop for anyone who likes decor and design, for those looking for nothing obvious gifts, for those who search for trends and of course, for those who love a cute and different object.
Set in a 2000 square foot store, Story is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. That means every four to eight weeks, Story completely reinvents itself -from the design to the merchandise – with the goal of bringing to light a new theme, trend or issue.
Story has received Fashion Group International’s 2014 Rising Star Award for Best Retail Concept and was named to Time Out NY’s list of 15 NY Top Shops. Rachel Shechtman, the founder, has been profiled by the New York Times, Ad Age, and named to Crain’s NY 40 Under 40 List for 2015, Fortune’s 40 Under 40 List for 2013, and on Fast Company’s Most Creative People in Business.
At this moment, the store’s current theme is “Home for Holidays” (running through Dec. 31) and the store has been transformed into a gift guide space, edited inside a cozy home. The store is big and you can see the theme on each shelf or corner of the store. It is worth noting that in tregarding prices, the place is very democratic: there are products from $10 up to $200. For all budgets and tastes.
Story is the kind of store where you find everything a little bit of everything, for all the environments of the house and also for all ages. It has products for bedroom, living room, kitchen and office. Books, scents, key chains, organizers, bowls, candles, cups, cards, accessories, baby clothes, educational toys, pet items, New York souvenirs, signs, glasses, bottles – plus things you may never have imagined, as a Cookie holder cup that keeps your coffee warm.
If you like differentiated decorating products, if you enjoy design, if you are looking for a gift nothing obvious … surely Story will meet this and other expectations. I was impressed: I think the concept is really amazing and the idea of changing everything from time to time is amazing. Also, I loved the curatorship of the products. I don’t think I saw anything I did not feel like buying. All very cool, interesting, beautiful and different!
Also, it is worth remembering that the store also promotes events. This season, there are partnerships with food trucks and also with Microsoft, which demonstrates Microsoft Surface Studio. You can check the events here. And you can also check the website and subscribe to the newsletter to know about the theme changes in the store. Story always updates the website with posts related to the products offered in the season.
Address: 144 10th Ave (at 19th Street). It’s in Meatpacking, same neighboorhood where Chelsea Market and High Line Park are located. It opens every day, from 11am to 8pm (Thursday until 9pm and Sunday until 7pm).
Laura Peruchi is a Brazilian blogger, author, and entrepreneur. She has lived in Manhattan with her husband since 2014. Since then, she has shared on her blog varied content about the Big Apple. From travel tips, including unusual things to do, shopping tips, etiquette, restaurants, and a lot more, her blog has become a reference in Portuguese (also available in English) for anyone planning a trip to New York City.
