Point of view of a Magazine
Changes like a Gallery
Sells things like a Store

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Now more than ever, it’s important to share the L-O-V-E. That’s why we’re celebrating our five year anniversary by telling a Love STORY.

Let’s rewind to 2012. Our founder Rachel Shechtman followed her passion for retail (and shopping) to do things that had never been done before. The result was STORY – a space in West Chelsea that takes the point of view of a magazine, changes like a gallery, and sells things like a store. We’ve told 33 stories and counting over the past five years, but the first STORY we ever told was a love story as we explored the ins and outs of modern romance – from how to sustain desire, to solving the emotional equations that ignite passion.

Now we’re coming full circle and returning to Love. But this time around, it’s a celebration of the people, things, and ideas that have made the last five years so meaningful. We’ve followed our passion, and we’d like to think that we’ve helped to give others a platform to do the same.

Over the course of the next six weeks, we’re revisiting the stories we’ve told and the passion projects that have transformed our space into a studio, a maker shed, a barber shop, a school, a home, and a place to connect. Channeling the gallery part of our DNA, our space showcases some of the moments that have nurtured our passion.

So how are we gonna spread the love?

Merchandise has been categorized by each STORY, selected to reintroduce past partners to STORY’s audience and showcase emerging brands and technologies.

Old favorites such as Birchbox Man, a former partner of “His STORY,” – and Outlier, the boundary-pushing disruptive apparel brand that was a highlight at Project Pop Up, will be featured in their respective sections. New partner Sakara, the organic, plant-based maker of perfectly-portioned meals and snacks will bring some new life to “Wellness STORY,” while Allbirds, the innovative company that creates superfine merino wool sneakers, will join Feel Good STORY to make “feeling good” feel even better. STORY staple, global citizen brand Apolis makes a return for Good STORY, while Shinola makes an appearance for Made in America STORY.


We’re also  bringing back several crowd-favorite interactive elements from past stories. In a nod to “Remember When STORY,” the ‘90s will come back to life, back to reality with a social vending machine that disperses Nickelodeon schwag, slap bracelets, and candy from the era thanks to Innovative Vending Solutions. The best of Home for the Holidays – STORY’s annual living gift guide that takes place within a cozy holiday home – will be brought to life with a new Perch Interactive shelf.


And, of course, a Ms. Pacman machine will be installed to commemorate its original appearance in Disrupt STORY.

Event programming will be action packed this month. In a nod to Making Things STORY, another installment of its signature #PitchNight – an open call for designers and makers that gives creatives the opportunity to pitch a physical product to a panel of media and retailers. This time around, Olivia Kim, veteran of Opening Ceremony and VP, Creative Projects at Nordstrom join the panel alongside STORY Founder Rachel Shectman.

Illustrator Donald Robertson, the man, the myth, the legend of Donald STORY, will be in store multiple days to launch the latest book in his Mitford series, sell exclusive merchandise, including candies from longtime STORY partner Sugarfina, and to “art” on t-shirts and other merchandise for visitors during New York Fashion Week.


Event programming will be action-packed throughout Love STORY. Seth Godin, whose book, What Does It Sound Like When You Change Your Mind? was an integral part of Creativity STORY, will be returning for a book signing and a meet-and-greet with fans. A rotating array of trunk shows from past #PitchNight alumni – from Kahri’s Fashion Icon Dolls, to Margaux’s ballet flats, to a Beth Macri Necklace Bar – will take place over the course of February, and a handful of founders from disruptive startups such as Allbirds and Thursday Finest will come together to discuss Direct-to-Consumer Fashion.

Join us as we bring five years of experience under one roof for an unforgettable, LOVE-filled STORY.