New York City has long offered its inhabitants the opportunity to transform common spaces into something new. I’ve seen a shared apartment turned into a salon, read how a water-tower hosts a secret nightclub, and just last week a group of artists in Greenpoint showed their site-specific work within an old medical office for a group exhibit called “This Won’t Hurt a Bit”. Between the travel hosting service Airbnb and non-profit art organizations like No Longer Empty, it is increasingly considered both creatively hip and business savvy to envision the various ways a simple room quickly becomes a venue.
THIS IS STORY, a retail space on 10th Avenue and 19th Street in Lower Manhattan, entered the scene as a store meant to change every four to eight weeks. Describing itself as a magazine in the form of a retail space, founder Rachel Shechtman created THIS IS STORY as an opportunity for her to work across the board with different brands as a strategist in merchandising, business development and marketing. Some weeks the vibe of the store is based on a theme and other times based on a specific vendor or idea. What was once the Love Store has since become Chop-To-It, inspired by men’s products. For the next couple weeks one can stop by between the hours of 4-7 for a hot towel shave, free of charge. (RSVP HERE)
In a March interview with Shechtman she explains how creating a malleable store in Chelsea was an organic solution for finding an engaging and modern shopping experience that reflects online trends: “You have so many new business models online, and yet for physical retail, itâ€™s still all about sales per square foot. Itâ€™s beyond archaic in my opinion.”
144 10th Ave. at 19th Street
New York, New York
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