Have you heard? Retail has a new STORY.

Set in a 2000 square foot store located in Manhattan’s 10th Ave. retail corridor, 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 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 theme, trend, or issue.

So how did it all get started? Founded by Rachel Shechtman who has served as a brand consultant for the likes of Kraft, TOMS shoes and Lincoln, the idea was to create a retail concept that could serve as a matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.

STORY launched in Beta as a “Startup Store,” spotlighting emerging digital retail concepts and has gone on to tell a series of retail narratives including Color, Making Things, and Made in America. But if change is at the center of the STORY, so are innovative ideas about creating engaging experiences – from pasta making classes to talks from TED luminaries, inspiring brand partnerships with both start-ups and Fortune 500 companies like HP and Pepsi and consistent creative collaboration.

What’s next in the STORY…you’ll just have to wait and see.