On the 19th episode of the Loose Threads Podcast, a show about the intersection of fashion, technology and commerce, I talk with Rachel Shechtman, the founder of Story, a company that has the point of view of a magazine, that changes like a gallery and sells things like a store. Story is headquartered in a 2000 sqft store in Chelsea, Manhattan, and runs themed installations that change every few months. These installations feature everything from experiences to products to talks and events, acting as a lab that is merging the best of offline retail with the benefits of online media and commerce.

Rachel has one of the more forward looking and open-minded perspectives on physical retail that I have encountered, and it was great talking with her about how Story is carving its own path in the dynamic retail landscape. We talked about the evolution of Story over the years and how it’s used the limits of a 2000 sq ft space to make a massive, far reaching impact with brands and shoppers alike. Retail is not dead, it’s just evolving, and examples like Story are important proof that bringing new thinking to old industries is powerful and profitable, rather than sulking about the demise of how everything once was. The next Story is now open in Chelsea and it’s definitely worth checking out if you’re in New York, and even with a trip if you’re not.