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Shop CHROMATICgallerie's Colorful Shoes at Story

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Shoe brand CHROMATICgallerie lets its customers shop by heel height, width, and how much cushioning they want in the insole. Shoes retail for $88 a pop in every color imaginable. Usually, they're only available online, but they're currently stocked at the Story concept shop in Chelsea.

Story is a pop-up shop described as a "retail space that has the point of view of a magazine, changing like a gallery and selling like a boutique" and located on Tenth Avenue and 19th Street. The shop, previously billed as A Startup Store, also carries a handful of other noteworthy online retailers, like BaubleBar and StyleMint. Overall, it sells over 1,000 items for men, women, kids, and home. If you're wondering why it's so bright in there, it's because Story has also teamed up with Benjamin Moore for the installation.

Clarification: While Story rotates merchandise regularly, the shop itself isn't a pop-up. Owner Rachel Shechtman signed a long-term lease on the space.
· CHROMATICgallerie [Official Site]
· Six Cool Startups Go Brick-and-Mortar Next to the High Line [Racked NY]


144 10th Avenue, New York, NY 10011 (212) 242-2694 Visit Website


144 10th Ave at 19th Street