I’ve been a huge fan of Rachel Shechtman‘s, the founder of Story (a highly curated concept store in NYC), since I saw her speak at a Northside Media Innovation Event (video below). She is an amazing young entrepreneur with a unique vision and the grit to make a collaboration with mega-retailer Target a reality. I checked out the store this week and was just blown away – beyond FABULOUS! The best curation and merchandising I’ve seen in a long while. The store engages all the senses – I particularly loved entering the store to the wonderful scent of Nate Berkus’ Forest – immediately puts you in a Holiday/Buying mood.
The background on this collaboration is pretty interesting. According to Racked.com, the Target executive team did an unannounced store check while Rachel was in the store (in sweatpants no less) and she approached the CEO and asked him: “Can you let us go to Target and find our favorite things and bring them home for the holidays?” Eight weeks later it was a reality with 200 Target-branded products previously only found within the mega-chain’s walls—including some that have yet to land there e.g. Tom’s home fragrance candles.
Home for the Holidays runs through January 4th.
Rachel’s panel discussion earlier this year in Brooklyn at a Northside Media Innovation Event