Sometimes it’s the simplest ideas with a clever twist that creates innovative, exciting and compelling businesses. And, they’re usually the ones that you wish you’d had instead!
Last month – on a family holiday in New York and sightseeing in Chelsea and Meat Packing districts – we dropped by an interesting looking shop on 10th Avenue. What especially attracted us was the mix of technology and design-rich products along with the shop’s funky layout and ambience.
In fact, it all felt quite cool and hip – as NYC should be!
The shop is called Story – and has a most interesting and innovative back-story.
In simple terms – Story is a retailer that changes focus and products every few weeks all themed around a changing concept, trend or issue. When we visited it was their ‘Style.Tech’ story which was promoted as ‘what we put on is impacted by what we turn on’ so connecting style and technology.
Their three-part mission statement describes the business succinctly:
‘Point of view of a magazine’
‘Changes like a gallery’
‘Sells things like a store’
If evidenced by how busy the store was and the dollars we spent on that visit, it’s a simple idea brilliantly executed!
The clever thing about the themed ‘stories’ is the flexibility it gives to reflect latest trends, issues and seasons with both established and new brands and products chosen to reflect the ‘Story’. To further add theatre and occasion to each Story, themed evening events are held including, for example, celebrity Q&As, cooking, mixology, yoga and Pilates classes.
Each Story is sponsored by a major brand who pay handsomely to be involved and associated.
With a new ‘Story’ coming every few weeks – shrouded in mystery with window displays obscured during installation and the next theme never pre-announced – the store creates a sense of expectation and interest.
As a concept it’s great and, without spoiling the original, it appears to be scalable especially if some element of individuality could be maintained for each store. Importantly, how many businesses get to reinvent themselves every few weeks whilst maintaining its customer base and incrementally improving? After all, every new ‘Story’ is an opportunity to review and renew so improving the customer experience and retention, try new and emerging brands and products and grow revenues, profit and brand values.
If it’s good for NYC it would work equally well in the UK and Europe. Certainly when we next visit New York it will be on our shopping list.
Though, if you’re interested now you can always check out their web site: www.thisisstory.com Enjoy!