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144 10th Ave., New York, NY 10011, United States | (212) 242-4853

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When you walk into Story, a concept shop a few steps from the High Line in Chelsea, you can immediately sense that you're glimpsing the future of retail. In owner Rachel Schechtman's words, the space takes the point of view of a magazine, changes like a gallery, and sells things like a store, which means that every four to eight weeks, Story completely reinvents its design and merchandise with a new theme or trend, with past topics including love, disruption, feminism, wellbeing, and nostalgia. Placards introduce you to the maker and the story behind the products you're seeing, and there's usually some sort of fun, interactive element, like live 3-D printing or a vending machine that's powered by the use of a hashtag. Story also hosts free events like panels where prominent creatives come together to riff off the current theme.

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Story

When you walk into Story, a concept shop a few steps from the High Line in Chelsea, you can immediately sense that you're glimpsing the future of retail. In owner Rachel Schechtman's words, the space takes the point of view of a magazine, changes like a gallery, and sells things like a store, which means that every four to eight weeks, Story completely reinvents its design and merchandise with a new theme or trend, with past topics including love, disruption, feminism, wellbeing, and nostalgia. Placards introduce you to the maker and the story behind the products you're seeing, and there's usually some sort of fun, interactive element, like live 3-D printing or a vending machine that's powered by the use of a hashtag. Story also hosts free events like panels where prominent creatives come together to riff off the current theme.