Rethinking Brick And Mortar Retail [PSFK 2013]
Rachel Shechtman, founder of Story talks about how the element of surprise and renewal is key in today's stores.
Speaking at PSFK CONFERENCE 2013, Rachel Shechtman, founder of STORY, laid out the fundamentals of her retail concept and gave an update on recent themes. Shechtman describes STORY as a 2,000 square foot space that has the point of view of a magazine, reinvents itself entirely every four to eight weeks like a gallery, and sells products like a store. This multi media concept combines curation and editorial content with traditional brick and mortar retail.