Rachel Shechtman creates a shop in beta mode that constantly changes it merchandise and appearance.

A Startup Store is a six-week shopping exhibition by entrepreneur Rachel Shechtman. The store is still in ‘beta’ mode and includes merchandise on display from startup companies like Artspace, Birchbox, Baublebar, Joor, Quirky and Of a Kind.

The beta exhibition is part of a more permanent concept, where every 4-6 weeks the retail store will be changed to suit a ‘story’ theme. Come 1 February 2012, the store will reveal its name, brand logo and feature its first exhibition with the theme ‘Love’.

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