Rachel Shechtman opened her store in 2011 after realizing that physical retail stores had been largely untouched by years of digital innovation. Story is now in its fourth year of curated retail installations, as the store sells products, but also changes like a gallery, telling brand stories from the point of view of a magazine. The latest iteration of Story opens today at its Chelsea location surrounding the theme “Creativity” in collaboration with Lexus Design Award. Designer sculptures complement the collection of inspired products, and the whole space is infused with digital enhancements provided by startup Perch.

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