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NYC Retailer Creates Entire Store Dedicated To Love

NYC Retailer Creates Entire Store Dedicated To Love
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STORY brings romance front and center in their latest installation featuring '40 Days of Dating' stars Jessica Walsh and Timothy Goodman.

Sara Roncero-Menendez
  • 17 february 2014

While 2014 may have gotten off to a bit of a rocky start, with the “polar vortex” and the never-ending snow, there is still warmth to be found in certain corners of the New York City.  One of those corners is the untraditional retail outlet STORY, a business that is best described as having the “point of view of a magazine, changing like a gallery and selling things like a store.” Founder Rachel Shechtman once again uses the space to ponder on the theme of adoration in the latest incarnation of the store, LOVE. The installation has been created with work by Jessica Walsh and Timothy Goodman of 40 Days of Dating fame, and New York-based artist Curtis Kulig.

Along with works on display, STORY will bring other collaborators in to host various events in keeping with the store’s temporary theme. These events will be led by DIY experts, professional wingmen, relationship writers, florists and others who will offer their own perspectives of the best way to attract and keep a mate. There will also be less romantic treats, like frosting tips from Magnolia’s Cupcakes and an aromatic lesson from 12.29. Events vary in nature, kid friendly options included.

As always, while the art is integral to the visitor’s experience, so is the merchandise available for purchase. The products on display for this latest collection revolve around Walsh and Goodman’s blog: taking risks or discovering something new. Launch partners 12.29 and Love + Paint will have their candles and art kits available, along with exclusives from confectionary company Richart Chocolates and interior plant experts The Sill. Kulig will be selling his works along with artists Stefan Sagmeister, Paula Scher, Vault 49, and Si Scotti.

The ultimate goal of the project is to approach love from all different angles and at all different stages in a relationship for New Yorkers from all walks of life. If you want to partake in the heart-warming festivities, whether you’re single or committed, STORY will feature LOVE until March 23rd.

Check out the video below to learn more about how the store came together and check out the gallery to see some beautiful images from this iteration of the space.

Images via Drew Innis

STORY

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