NY is to the shopaholic what Willy Wonka’s Chocolate Factory is to chocoholics. An El Dorado. Shops everywhere, open 7/7, with tempting sales at -70% off.
From the lavish boutiques on 5th Avenue to the thrift stores on the Lower East Side, this is the bottom line: you will find happiness.
The trendy spot we would like to share with you today is “Story”. The idea of the founder, Rachel Shechtman, was to shake up the routine of stores operating by collection and season and thus, radically rethink the concept of the boutique. Their concept: point of view of a magazine, changes like a gallery, sells things like a store. The whole shop is designed around a continually changing theme (Love, Wellness, Made in America, Home for the Holidays, etc.). You will find clothes, decorative items, beauty products and gift ideas related to the current theme. What’s new is that this theme changes every 4 to 8 weeks with a complete store overhaul every two months!
Story is a permanent pop-up store. A feel-good concept store, a little bit like Colette in Paris, but with a singular theme and continuous renewal.
Lacking inspiration? Story just launched it’s new theme “Creativity” on June 22nd.
144 10th Avenue, Chelsea