Just in time for the Thanksgiving / Christmas season New York concept store STORY has teamed up with big box retailer Target to create a curated holiday gift shop that features carefully crafted items designed to fit an eclectic group of needs. Brand consultant Rachel Shechtman founder of STORY refreshes the store design and the merchandise inside every 4 to 8 weeks, a fairly aggressive schedule for a store overhaul, and the current theme is “Home for the Holidays”.
To achieve the latest design and product offering Shechtman worked hand-in-hand with the team at Target to create the store look and feel. “Home for the Holidays” features a curated gift guide that is set inside an environment designed to feel like a home. The current theme will be up and running until January 4th 2015.
Working with the direction of interior designer Jason Bell, STORY, has transformed their 2,000-square-foot space into a mountain retreat. Each section of the store is designed to offer products for the gift recipient. There is a fur-lined section for her that even has a bathtub, a rustic patio with gift ideas for him. A modern living room with a fireplace furnished by HearthCabinet Decorative Fireplaces for entire family.
Inspired by an image of Aerin Lauder’s Aspen ski lodge, they drew inspiration for the fit and finishes of the space. Wood, stone, create texture and an open airy feeling within the space. Local artists Nick Bakita and Matthew G. Wells created a mountain range installation of wood to anchor the back wall.
By partnering with Target, STORY was able to leverage Target’s favorite private label offerings from Archer Farms, and Target exclusive items from designers like Nate Berkus. The two hundred products STORY is featuring were hand picked directly from the Target headquarters and offer New York shoppers a something for everyone gift assortment from over 100 brands.
STORY’s curated collection features has a focus on Made in America items this year capitalizing on this hot trend with buyers. The store is showing Faribault Woolen Mills, Merona, TOMS for Target collection, and a variety other items including gourmet food items from Vosges, hand crafted and embroidered items from Coral and Tusk, and beauty items from Birch Box.