Men's grooming brand has collaborated with retail space STORY to bring back the art of shaving.

STORY is a 2000 square foot concept store located in Manhattan’s retail corridor of 10th avenue. They’re currently running a Gillette-sponsored shave using the Fusion ProGlide SilverTouch Razor.

The store has the point of view of a magazine, changes like a gallery and sells things like a store.  Every four to eight weeks, STORY will change out all its merchandise, design, fixtures and reinvent the store around a different story-based theme.

The current story is know as (HIS)Story, featuring over 140 brands tailored to suit the tastes of myriad modern men. A shave using Gillette’s latests offering is also part of the experience, carried out by the capable Luis from Frank’s Chop Shop.

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