2015 Future of StoryTelling Summit Speaker: Rachel Shechtman
Founder, STORY
Apply to attend: fost.org

STORY is a different kind of store: its founder, Rachel Shechtman, reinvents the space every three to eight weeks, in the same way that each issue of a magazine packages a new theme with new content. She’s also taken lessons from digital retail—community engagement and constant reinvention—and discovered how to apply them to a physical space. STORY gives consumers an experience, showing them that a store can tell a story; it can even become one, and then change into a different one a few weeks later. It’s part of Shechtman’s quest to turn retail into a media channel as rich as any other, evolving a brand into an event and giving consumers a reason to spend their fractured attention on an adventure much richer than a simple shopping trip.

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