So once again my NYC cred was jettisoned by a good friend….

This time it was at the hands of my Seattle-based pal and fellow blogger Melanie – who, a few months back, wrote a piece about an innovative retail space called STORY (you can read it in full here).

And I had never heard of it.

Major. Fail.

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).

story, jix

story, jix

I splurged on a pair of Modasten’s one-of-a-kind sunglasses – made from recycled skate board decks.

story, modasten sunglasses

Loved the clever (and often snarky) collection of books.

story, books

And a really great selection of home goods, body products and kids’ toys and clothing.

story, not soap radio black and white cookie lip balm

Not Soap Radio

story, tote + able flask

Tote + Able

story, in the seam polaroid camera pilow

In The Seam

story, baby accessories


story, cynthia rybakoff rings

Cynthia Rybakoff

story time concept chair

Time Concept

story kelly lamb ceramic star trays

Kelly Lamb

story, not soap radio original bath bubbles

Not Soap Radio

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.

story, hay rosie ice cream

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:

story tattly dispenser



  1. Shalagh Hogan on August 14, 2014 at 10:09 am

    Oh wow. I did read Melanie’s post on it. These items are fabulous. It kinda blows my mind the scale of this endeavor. Thanks and glad you had fun.

    • sherisilver on August 14, 2014 at 3:14 pm

      Yes – hope to see every iteration going forward!

  2. Cindy Kamm on August 14, 2014 at 10:35 am

    Can’t wait to check it out on my next trip to NYC.

    • sherisilver on August 14, 2014 at 3:13 pm

      I’ll meet you (on time I hope)!

  3. Lynn on August 15, 2014 at 9:48 am

    Thanks for even more things to do while in NYC. Can’t wait to find the tattoo dispenser with my Granddaughters.

    • sherisilver on August 15, 2014 at 10:18 am

      You’re welcome – I don’t think it will be there but the company is called Tattly – I believe they’re all over NYC!

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