Meet Style.Tech, a Concept Store Catering to a Connected Lifestyle

Meet Style.Tech, a Concept Store Catering to a Connected Lifestyle

STORY and Intel create a shopping experience dedicated to the convergence of fashion and tech

Melanie Ehrenkranz
  • 4 september 2014

Playing matchmaker between high-tech makers and a culture committed to living a connected life, Chelsea retailer STORY presents Style.Tech – a shopping experience exploring the integration of technology, fashion and product design. STORY and Intel have partnered to curate a shopping love letter to the mushrooming high-tech maker-movement, filling the 2,000 square foot space with devices catering to men, women, babies, and even dogs. (The Internet of Things does not discriminate against age or species.)

Interior Front Wall Style.Tech STORY.jpg

“Everyone is talking about wearables,” says STORY founder Rachel Shechtman. “However, that’s just the tip of the iceberg – we wanted to acknowledge the scope of the space, both in merchandise and store experience.”

Exclusive merchandise launches at Style.Tech include Ringly connected cocktail rings, the stylish Swiss-made Withings Activité, and origami chic neo-luxe Finell handbags. Suits with LED-lapelled blazers from CuteCircuit, 3D-printed high heels from Continuum, and a fully charged ready-to-wear clothing collection from Dutch designer Pauline van Dongen that uses solar panels to charge your phone will also be on display. A concept shop that is certainly a sign of the IoT times.

WithingsActiviteWatch STORY.jpg

“We are increasingly seeing an image-conscious culture crave technology across all facets of their lives,” said Courtnee Westendorf, Vice President of Marketing at Intel. “Intel continues to make technology more powerful, mobile and connected across many of our everyday devices. Intel is excited to connect technology and lifestyle brands together to create and enrich experiences with new products and services.”

Style.Tech will appeal to the likes of women with high-tech Koral Activewear, boldly hued Great Bag Co. plastic handbags that can withstand cracking, as well as the Wendy B. jewelry line adorned in hashtags and emojis.

Gentlemen can purchase adaptive garments from Outlier and high-performance apparel from Ministry of Supply.

Ministry of Supply Style.Tech STORY.jpg

For the tots, STORY has the WiFi enabled Mimo baby monitor, animated Toymail walkie talkie, and kid-friendly Ibitz activity tracker.

As for Fido? The Fit Bark doggie activity tracker and automated iFetch tennis ball launch system will be available for cutting-edge pups.

While there will be plenty of geek chic gadgets for sale, Style.Tech is also dedicated to creating a unique, some might say ‘priceless’, experience for the “always on” urbanites. Digital agency iStrategyLabs created a freestanding S.E.L.F.I.E. station powered by Intel Galileo technology that snaps and shares photos to Twitter when users flash it their pearly whites.

In the spirit of the instant gratification economy, STORY will also feature an ultramodern coffee faucet that creates custom drinks in seconds. The automated barista – the TopBrewer by Scanomat – will be on-site as part of the Style.Tech ambiance.

Style.Tech runs now through October 12th at STORY on 144 Tenth Avenue.

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