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.
New York City
New York City› Shopping
144 Tenth Ave.
Our Rating Neighborhood At 19th St. Transportation Subway: A, C, E, L to Eighth Ave./14th St. Phone 212/242-4853 Web site Story