Only in NYC

there was this fourth generation entrepreneur named Rachel who loved finding the next big thing and, with a thirst for innovation, created a new retail concept in Chelsea.  STORY is one part editorial…

A Magazine’s Point-of-View

one part gallery…

Marvelous Merchandising

and 100% cool since everything is for sale.

Bath and Body

Every four to eight weeks, the story changes (along with the merchandise, design and fixtures) and we happened to have visited the store during ST[new york]RY, where everything displayed was made in the Big Apple like Jill Platner jewelry and MilkMade ice cream.

NY Made Jewels

STORY will re-open its doors on September 7th when it introduces the winners of Project Pop-Up, a competition that rewards the most innovative New York-based fashion retailers and technology companies…  just in time for Fashion Week.  Wonder who they’ll be and what’s their story?!

Book Bounty

Photos via yours truly and Cool Hunting