As traditional retailers continue to compete with the inexorable rise of e-commerce, somme seem to be getting even more creative than recognised pioneers such as Nike.
The STORY store in New York is an example of a new development in the retail sector - environmental storytelling in retail spaces. Its a move on from "retail as theatre" This seems to be about devloping well-crafted storied spaces. Think of stage sets combined with scripts, sounds, and aromas to create an enhanced customer experience. It's wrapping people in a story and delivering a message at the same time. The New York store uses a unique proposal that reflects the point of view of a magazine, presents like an art gallery and sells things like a store. Every four to eight weeks, STORY will undergo a transformation to adhere to a new theme, like a magazine releasing a new issue.