November 5, 2014
What does it take to build a modern mountain retreat…within the walls of an industrial-chic gallery space in New York City?
First, you need a good story…as in STORY, the revolving, much-buzzed-about NYC shop founded and curated by brand consultant Rachel Shechtman. The boutique refreshes every four to eight weeks, changing its entire merchandise assortment and store design. For the latest theme, “Home for the Holidays,” Rachel worked hand-in-hand with the team at Target to curate a selection of Target products from Sonia Kashuk, Cherokee, Archer Farms, TOMS for Target and more.
The concept places Rachel’s favorite items from Target’s holiday assortment in a beautifully art-directed, alpine-inspired interior, complete with blonde wood fixtures and cozy seating. A hand-picked collection of gift items from more than 160 other brands, including Diptyque, Echo and Santa Maria Novella, will be available.
“We’ve never partnered with another mass retailer and Target has never sold their product like this before, so we loved the idea that we’d be exploring a first together. You can find something for everyone at Target, which made them a perfect fit for the holidays,” said Rachel.
The “Home for the Holidays” installation came together in a New York minute: With help and inspiration from New York-based interior designer, Jason Bell, Rachel’s team set about constructing the lodge-like backdrop and styling the product displays. Work on the holiday concept began on Oct. 15 and the final touches were added just minutes before the Nov. 5 opening. Pretty impressive!
Check out our ultimate behind-the-scenes look at how “Home for the Holidays” came to life in the video below!
If you’re in NYC this season, be sure to stop by STORY — “Home for the Holidays” is open through Jan. 4 — and check out the playlist DJ Harley Viera Newton created especially for the collaboration.
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