STORY, the ever-changing Chelsea retail concept presents HOME FOR THE HOLIDAYS, open today through December 31 st. With the support of American Express, the founding partner of Small Business Saturday and supporter of the nationwide Shop Small movement, STORY designs a holiday shopping experience to both engage and inspire; its 2000-square foot home celebrating the stories of small businesses across the country. STORY brings the ease of shopping online offline, creating a dynamic, living gift guide that proves when you Shop Small®, you find the perfect gift for everyone on your list.
To transform its holiday STORY into a true home, STORY turns to SoHo based interior designer Jason D. Bell who envisions the Chelsea storefront as a modern, urban-inspired dwelling. Juxtaposing industrial materials with metallic accents, Jason creates a warm and easy-to-shop environment with something for everyone - from a handsome bar stocked with must-haves for him to a dining room filled with tasteful picks for the at-home chef and playful presents for the creative kiddo. It’s an inviting antidote to holiday shopping as usual, where you can just as easily pop in to pick up a present on the way to the party or belly up to the bar and stay awhile.
The full STORY comes together through a well-edited merchandise assortment that builds on a commitment to celebrating small businesses and supporting local makers. Since its opening in December 2011, STORY has worked with 568 small businesses and hosts its signature Pitch Night events, which invite the maker community in to pitch their products to be sold at STORY and be exposed to other retail and media partners. Home for the Holidays will feature more than 150 independent brands - ranging from small-batch leather accessories maker, TM1985 to gourmet edibles from Spoon NYC - with signage highlighting the unique points of many of the businesses.
As a digital complement to its in-store storytelling, STORY collaborator Perch Interactive leverages its technologies and expertise for its first ever vertical, interactive, display. It’s offline engagement, when visitors pick up a product from Quirky, Marshall Headphones or Juniper Ridge and experience the story behind each small business.To echo the in-store experience and support the nationwide movement to Shop Small, STORY will celebrate and participate in Small Business Saturday by hosting a number of events aimed at bringing in the local community to meet and mingle with the stories of small businesses across the country - including its own. It’s a STORY by one small business for others, told now because the holidays are a time to invite friends into your home, support your neighbors, and celebrate their unique gifts. EVENT HIGHLIGHTS: Saturday NOV. 30: Small Business Saturday To kick off holiday shopping season and celebrate Small Business Saturday, STORY is throwing a good, old-fashioned neighborhood block party. Get up early to shop small from the over 200 independent brands currently featured in-story. A line-up of local food favorites will attend to fueling needs - including city favorite MILK grilled cheese truck and Sweet Loren’s founder, Loren Brill who will be baking her famous cookies on-site. Inside STORY will hosts a few of its favorite makers, including Brooklyn jewelry designer Beth Macri who will be personalizing her “Hidden Messages.” This Saturday was meant for spending at Home for the Holidays.