So once again my NYC cred was jettisoned by a good friend….
And I had never heard of it.
Because as soon as I read about it I knew that this was right up my alley:
“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 that every four to eight weeks, STORY completely reinvents itself – from merchandise and store design to floor plan and fixtures – to bring to light a new them, trend or issue.”
I loved the whole idea here – and was so impressed with the goal (and challenge) of coming up with a new and compelling theme every few months, finding great products that match the theme, and redesigning the entire space to boot.
I visited STORY last month, and the theme was “COOL – from how it looks and tastes, to what it feels like”.
Though STORY completely overhauls the space with each theme, there are some basic categories that you’ll always find: home, kids, pets, food and men’s/women’s apparel and accessories.
I got right to work.
And all I kept finding myself saying was, “This is SO cool!” (yes, I felt totally lame each time).
Here are some of my favorite “cool” finds:
I was immediately taken with this installation of straws – and then found out that it was created from Jix – a construction kit designed to work with standard drinking straws. Needless to say I bought this right away for Noah (okay, and Mike).
I splurged on a pair of Modasten’s one-of-a-kind sunglasses – made from recycled skate board decks.
Loved the clever (and often snarky) collection of books.
And a really great selection of home goods, body products and kids’ toys and clothing.
Best of all (for me, anyway)? A tiny cooler stocked with Hay Rosie ice cream – this place has been on “my list” to visit this summer and I was stoked to try it right there.
I mean, this square packaging, right?
Past stories include “GOOD“, “COLOR” and “MADE IN AMERICA“. “COOL” closes at the end of this week – and the next story is always top secret. But if you are in New York be sure to check them out (they’re right under the High Line, what could be better?). You can also follow them on Twitter and Facebook to see what story they’re telling next!
Oops – almost forgot the tattoo dispenser: