See the outtakes from PSFK's Need to Know Magazine shoot at Rachel Shechtman's interactive, transactional storytelling experience.

Catalina Kulzar recently visited STORY to capture some images for  PSFK’s Need To Know Magazine Volume 1, finding a store filled with colorful merchandise. ‘Color’ was the current theme of STORY, but had Catalina visited the store 6 weeks earlier or later, she’d have found an entirely different looking store.

That’s because STORY is 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.  In our visit, founder Rachel Shechtman explained to PSFK STORY’s concept and how she’s changing the nature of retail to trans-actional storytelling.

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