Lines of eager teens and kids as young as eight stretched around the block of a Chelsea boutique last month, waiting to meet their favorite YouTube stars as part of a collaboration between the store, called Story, and DreamWorks Animation's AwesomenessTV.
But for marketers, the real star inside was founder Rachel Shechtman. The 37-year-old consultant has more than 12 years of experience working with brands like Toms and Gilt Groupe and has turned those insights into a concept shop that blurs the lines between retail and media.
Story is a retailer that's curated like a magazine, reinventing itself with new merchandise and a fresh store design every four to eight weeks.
With Ms. Shechtman at the helm, the four-year-old shop has earned sponsorships from companies like Target, General Electric and Hewlett-Packard; media brands including AwesomenessTV, NBC Universal and Condé Nast; and notable players like former New York City Mayor Michael Bloomberg. For its next collaboration, the retailer is linking with women's retailer Dressbarn for an installation called "Her Story," which opens April 27.