Chelsea concept store Story unveiled its latest store design today, called “Home for the Holidays”, in partnership with Target. If you aren’t familiar with Rachel Shechtman‘s retail store, the space operates from an editorial point of view like a magazine, meaning that every four to eight weeks the store reinvents itself as an entirely new retail concept based around varying themes. “Made in America”, “Color”, and “Making Things” have been previous store motifs. The Target partnership is part of an editorialized “gift guide” set up to look like you just walked into someone’s ski chalet complete with an antler chandelier, wooden ceiling beams, and burning fireplace filled with sparkly and cozy holiday finds; the spread was conceived with help from interior designer Jason Bell. The fireplace was made by HearthCabinet in New York and for New Yorkers in case you are looking for something to keep you warm during the impending colder months.
Amid the gift assortment from over 120 brands, Shechtman worked with Target to select a curated assortment of 200 Target items to be mixed in with the rest of the store’s offering. This is the first time Target has ever sold its own wares outside of its own retail space. So what’s on offer from the mass retailer at this stylish boutique space? We spied a box of red velvet pancake mix from Asher Farms that looked delicious, warm wool blankets from a collab Target did with Faribault Woolen Mills, menswear pieces from Merona, pieces from the upcoming TOMS for Target collection, and a set of chic plates from Nate Berkus‘ Target range, to name a few. The partnership with Target happened via a chance encounter with Target CEO and chairman Brian Cornell, who was in the neighborhood checking out other retailers. “She was out in our headquarters two weeks later. We brought in tons of merchandise from the sample room and from that, she curated the ones she liked. She put it in themes like food, pets, for him, for her, and for kids. It’s a mixture of her favorite products and some of my favorite products,” said Julie Guggemos, Target’s SVP of product design and development. “At Target, we have over 600 designers, food scientists, that develop products across food, home, apparel, you name it.”
Mixed in with the Target merchandise are cool finds from independent brands like toymaker GoldieBlox, hand sewn leather boots from The Brothers Crisp, geometric planters from Flaneur’s Pocket, and jewelry from local designer Rina Young. We also spotted some very cool hand sewn and wooden cards and unique pillows by Coral & Tusk that would be memorable keepsakes for someone special. Be sure to swing by and check everything out. If you can’t find a good holiday gift here…good luck elsewhere!
Story, 144 10th Avenue, 212-242-4853