Rachel Shechtman, the founder of STORY, shares her insights about how the idea of the store must become an interactive, immersive space.

At the PSFK CONFERENCE NYC 2012 today, our diverse lineup of speakers are sharing valuable insights and ideas about technology, business and creativity.

Rachel Shechtman is the founder of Cube Ventures, a retail and marketing consultancy. She brings her strategies to life through STORY, a new physical retail marketing experience that has the point of view of a magazine, changes like a gallery and sells things like a store.

At today's event, Rachel posed the question: Why Shouldn't Retail Be Media?

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