The mother of all concept stores, Story reinvents itself every 4 to 8 weeks. The powers-that-be pick a theme (“Feminism”, “Creativity,” and “Emojis” have been recent ones) and then stock the 2000-square-foot store with goods that artfully illustrate said theme. When I was last there, “Have Fun” was the exhortation on the wall, so that meant umbrellas that change color based on how hard it rains; an oversized mug/kit that allows users to shake up a fresh batch of ice cream; and the most darling walking shoes, each with a witty print by an American artists. I have NO idea what will be in the store when you visit—and that’s totally the point.
- Pauline Frommer