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The Ultra-Modern Store That Gives E-Commerce A Whole New Dimension
STORY launched in beta as "A Start-Up Store" in 2011 in New York City.
![The Ultra-Modern Store That Gives E-Commerce A Whole New Dimension](/_next/image?url=https%3A%2F%2Fstaticbiassets.in%2Fthumb%2Fmsid-21032871%2Cwidth-700%2Cheight-525%2Cimgsize-589023%2Fstory-launched-in-beta-as-a-start-up-store-in-2011-in-new-york-city-.jpg&w=3840&q=75)
Founder Rachel Shechtman is a consultant who has worked with brands including Gap, Kraft, and Lincoln.
![Founder Rachel Shechtman is a consultant who has worked with brands including Gap, Kraft, and Lincoln.](https://staticbiassets.in/thumb/msid-21032872,width-700,height-525,imgsize-255800/founder-rachel-shechtman-is-a-consultant-who-has-worked-with-brands-including-gap-kraft-and-lincoln-.jpg)
STORY stores have themes, such as "wellness." All products fit into the theme.
![STORY stores have themes, such as "wellness." All products fit into the theme.](https://staticbiassets.in/thumb/msid-21032875,width-700,height-525,imgsize-988206/story-stores-have-themes-such-as-wellness-all-products-fit-into-the-theme-.jpg)
STORY works with sponsors for themes, such Benjamin Moore paints for the "Color" iteration.
![STORY works with sponsors for themes, such Benjamin Moore paints for the "Color" iteration.](https://staticbiassets.in/thumb/msid-21032877,width-700,height-525,imgsize-440000/story-works-with-sponsors-for-themes-such-benjamin-moore-paints-for-the-color-iteration-.jpg)
The store is known for its interactive features. This one allowed customers to take a picture to be featured in the store.
![The store is known for its interactive features. This one allowed customers to take a picture to be featured in the store.](https://staticbiassets.in/thumb/msid-21032880,width-700,height-525,imgsize-735657/the-store-is-known-for-its-interactive-features-this-one-allowed-customers-to-take-a-picture-to-be-featured-in-the-store-.jpg)
STORY often utilizes creative, themed displays.
![STORY often utilizes creative, themed displays.](https://staticbiassets.in/thumb/msid-21032882,width-700,height-525,imgsize-564038/story-often-utilizes-creative-themed-displays-.jpg)
The stores are set up like art spaces that follow a consistent theme.
![The stores are set up like art spaces that follow a consistent theme.](https://staticbiassets.in/thumb/msid-21032883,width-700,height-525,imgsize-683149/the-stores-are-set-up-like-art-spaces-that-follow-a-consistent-theme-.jpg)
The company has worked with e-commerce providers like Birchbox to give a physical space to connect with consumers.
![The company has worked with e-commerce providers like Birchbox to give a physical space to connect with consumers.](https://staticbiassets.in/thumb/msid-21032887,width-700,height-525,imgsize-625604/the-company-has-worked-with-e-commerce-providers-like-birchbox-to-give-a-physical-space-to-connect-with-consumers-.jpg)
Here's another one of STORY's interactive displays.
![Here](https://staticbiassets.in/thumb/msid-21032889,width-700,height-525,imgsize-541682/heres-another-one-of-storys-interactive-displays-.jpg)
The brand's most recent collaboration is with Art.com, which was just went through a rebranding.
![The brand](https://staticbiassets.in/thumb/msid-21032890,width-700,height-525,imgsize-784764/the-brands-most-recent-collaboration-is-with-art-com-which-was-just-went-through-a-rebranding-.jpg)
Graduate students from Pratt designed the entire space in Chelsea.
![Graduate students from Pratt designed the entire space in Chelsea.](https://staticbiassets.in/thumb/msid-21032892,width-700,height-525,imgsize-679273/graduate-students-from-pratt-designed-the-entire-space-in-chelsea-.jpg)
This Perch Interactive table allows for shoppers to draw a picture then post to Twitter.
![This Perch Interactive table allows for shoppers to draw a picture then post to Twitter.](https://staticbiassets.in/thumb/msid-21032893,width-700,height-525,imgsize-638556/this-perch-interactive-table-allows-for-shoppers-to-draw-a-picture-then-post-to-twitter-.jpg)
Here, a little girl explores a vending machine with Tattly temporary tattoos.
![Here, a little girl explores a vending machine with Tattly temporary tattoos.](https://staticbiassets.in/thumb/msid-21032895,width-700,height-525,imgsize-696163/here-a-little-girl-explores-a-vending-machine-with-tattly-temporary-tattoos-.jpg)
Here's a closer look at the Tattly machine.
![Here](https://staticbiassets.in/thumb/msid-21032897,width-700,height-525,imgsize-360916/heres-a-closer-look-at-the-tattly-machine-.jpg)
STORYs current ART theme also features these customizable iPhone bands by Quirky, previously only available online.
![STORYs current ART theme also features these customizable iPhone bands by Quirky, previously only available online.](https://staticbiassets.in/thumb/msid-21032898,width-700,height-525,imgsize-357583/storys-current-art-theme-also-features-these-customizable-iphone-bands-by-quirky-previously-only-available-online-.jpg)
The Art-themed store includes these modern prints for sale, provided by art.com.
![The Art-themed store includes these modern prints for sale, provided by art.com.](https://staticbiassets.in/thumb/msid-21032900,width-700,height-525,imgsize-365307/the-art-themed-store-includes-these-modern-prints-for-sale-provided-by-art-com-.jpg)
This display shows how customers can take photos and have them converted to artworks and sold on art.com.
![This display shows how customers can take photos and have them converted to artworks and sold on art.com.](https://staticbiassets.in/thumb/msid-21032901,width-700,height-525,imgsize-320291/this-display-shows-how-customers-can-take-photos-and-have-them-converted-to-artworks-and-sold-on-art-com-.jpg)
These dresses are customized from artworks and made by local startup constrvct.com.
![These dresses are customized from artworks and made by local startup constrvct.com.](https://staticbiassets.in/thumb/msid-21032902,width-700,height-525,imgsize-785677/these-dresses-are-customized-from-artworks-and-made-by-local-startup-constrvct-com-.jpg)
This wall showcases artist Jaime Derringer.
![This wall showcases artist Jaime Derringer.](https://staticbiassets.in/thumb/msid-21032903,width-700,height-525,imgsize-669181/this-wall-showcases-artist-jaime-derringer-.jpg)
The store follows an art theme, despite using many different vendors.
![The store follows an art theme, despite using many different vendors.](https://staticbiassets.in/thumb/msid-21032905,width-700,height-525,imgsize-749565/the-store-follows-an-art-theme-despite-using-many-different-vendors-.jpg)
The window display, also designed by Pratt students, can be turned around and customized by shoppers.
![The window display, also designed by Pratt students, can be turned around and customized by shoppers.](https://staticbiassets.in/thumb/msid-21032907,width-700,height-525,imgsize-832661/the-window-display-also-designed-by-pratt-students-can-be-turned-around-and-customized-by-shoppers-.jpg)
Here's a close-up of the window display.
![Here](https://staticbiassets.in/thumb/msid-21032908,width-700,height-525,imgsize-672846/heres-a-close-up-of-the-window-display-.jpg)
The store features a variety of art-themed clothing, housewares, and accessories.
![The store features a variety of art-themed clothing, housewares, and accessories.](https://staticbiassets.in/thumb/msid-21032909,width-700,height-525,imgsize-784088/the-store-features-a-variety-of-art-themed-clothing-housewares-and-accessories-.jpg)
You've seen how STORY is changing retail...
![You](https://staticbiassets.in/thumb/msid-21032911,width-700,height-525,imgsize-565758/youve-seen-how-story-is-changing-retail-.jpg)
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