It takes three weeks to make a new habit stick, making today the perfect litmus test to see whether you've stuck to your resolutions. And if you haven't, Story is here to help: The Chelsea shop's next retail concept, in partnership with Yahoo, is all about "Well Being" and the products that go along with it. And unlike the store's last iteration, where founder Rachel Shechtman brought in her favorite things from Target, this time it's the Yahoo editors—Style editor-in-chief Joe Zee, tech vice president David Pogue, Beauty editor-in-chief Bobbi Brown, and more—whose top picks are highlighted in each category.
Story has kept its basic sections—women's, men's, kids, dogs, food—but updated its offerings to match the current theme. That means Magic Carpet yoga mats, Quirky cooking supplies, books ranging from "20 Pounds Younger" to "How to Make Your Baby an Internet Celebrity," activewear from Alala and VPL, an August smart lock, and S'Well water bottles. As usual, it's also stocked with local offerings, like toiletry cases from Flight 001, MatchaBar tea, W&P Design's Mason Shaker, and pieces from local jewelers.
The store layout feels less crowded than Home for the Holidays, but among each table or shelf, products are a bit too tightly packed in among the Yahoo cue signs (signaling what was picked by a Yahoo editor, as well as a brand's ABC—Advice, Best Bets, and "Can't Live Well Without"—tips to well being) and decorative elements like baby succulents. Its decorative-yet-functional wall pockets on the wall opposite the entrance were created by Ampersand.
Technology also plays a role throughout the store, with tablets on several of the tables cued up to Yahoo's site and Perch Interactive displays that tell you about products when you pick them up.
Well Being, Story's 21st retail installation in its Tenth Avenue space, is running through Sunday, February 22nd. It's also being accompanied by events like complimentary yoga classes, a talk with Bobbi Brown on February 3rd, and cardio funk with Joe Zee on February 5th. To find the full schedule, head to the site below.
· Story [Official Site]
· How This NYC Store Owner Found Herself In Bed with Target [Racked NY]
· Concept Shop Story Brings Target Home for the Holidays [Racked NY]